THE  TYPOGRAPHY  OF 
ADVERTISEMENTS  THAT  PAY 


THE  TYPOGRAPHY  OF 
ADVERTISEMENTS  THAT  PAY 


HOW  TO  CHOOSE  AND  COMBINE  TYPE  FACES,  ENGRAVINGS 

AND  ALL  THE  OTHER  MECHANICAL  ELEMENTS  OF 

MODERN  ADVERTISEMENT  CONSTRUCTION 


BY 

GILBERT  P.  FARRAR 


As  to  methods  there  may  be  a  million  and  then  some,  but 
principles  are  few.  The  man  who  grasps  principles  can 
successfullj'^  select  his  own  methods.  The  man  who  tries 
methods,  ignoring  principles,  is  sure  to  have  trouble — 

Harrington  Emerson 


D.  APPLETON  AND  COMPANY 

NEW  YORK  LONDON 

1917 


COPTKIGHT,  1917,  BT 

D.  APPLETON  AND  COMPANY 


Printed  in  the  United  States  of  America 


mi- 


^/S^5^ 


THE  AUTHOR  WISHES  TO  ACKNOWLEDGE 

HIS   APPRECIATION   OF    THE    ASSISTANCE 

GIVEN  HIM  BY 

PROF.  GEORGE  BURTON  HOTCHKISS 

OF  NEW  YORK  UNIVERSITY 

IN   ARRANGING   THE   MANUSCRIPT 
FOR  THIS   BOOK 


CONTENTS 


CHAPTER  PAGE 

I.      IXTRODUCTIOX 1 

II.  The  Kinds  of  Advertisements  ....  7 

III.  Classification  of  Type  Faces  ....  39 

IV.  The  Combination  of  Type  Faces       .        .        .103 
V.  Putting  the  Advertisement  Together     .        .  115 

YI.  Making  the  Message  Quick  and  Sure    .        .  129 

TIL     Pictures  and  Engravings 147 

Till.  Combining  Pictures  and  Type  Face3       .        .  173 

IX.     Borders 193 

X.  The  Field  of  Handlettering     ....  209 

XL  White  Space  and  Margins        ....  227 

XII.  What  Is  Emphasis  and  What  Is  Not      .        .  241 

XIII.  Striking  Effects 249 

XIV.  Adding  Life  to  Package  Display      .        .        .  271 
XV.     Conclusion 279 


LIST  OF  ILLUSTRATIONS 

PAGE 

^olian  Company 172 

Allen,  W.   F,   Company 258 

Alexander  Hamilton  Institute 149 

American  Woolen  Company   (Fabric  First)    .       .  266 

Anargyros'  Cigarettes,  S 30 

Arrow   Collars 212 

Auster  Tonneau  Shield       .       .       .       .       .       .       .  160 

Back  to  Nature   (Book) 220 

Banking 76 

Barmann,  Peter,  Half  Stock  Ale 202 

Beacon  Falls  Leather  Top  Shoes 180 

Berkey  &  Gay  Furniture 110 

Ben  Day  (The  Thinking  Hand) 166 

Blackmer,  E.  K 83 

Blaisdell  Paper  Pencil 220 

Book  of  Knowledge,  The 106 

Brodnax,  Geo.  T.,  Inc 32 

Burnett's  Vanilla 162 

Burlington   Watch 92 

Bussey's  Gold  Coin  Stoves 40 

Campbell's  Soups 28 

Carborundum 268 

Carmen  Complexion  Powder 92 

Champion  Spark  Plug 136-137 

Coe 's  Wrenches 150 

Colgate's  Shaving  Stick   (Package)     ....  274 

ix 


X  LIST  OF  ILLUSTRATIONS 

PAGE 

Comptometer,   The 218 

Conard  &  Jones  Roses 30 

Corning  Cornophore 46 

Crane's  Linen  Lawn 20 

Creange  &  Walter 171 

Crescent  Brass  &  Pin  Co 265 

Crow-Elkhart  Motor  Car 142-143 

Damascus  Safety  Pins 14 

Dioxogen 274 

Djer-Kiss 210 

Dobbs  &  Company 213 

Dodge  Brothers  Motor  Car 179 

Duofold  Underwear 132 

Dupont  Fabrikoid  Company 262 

Eastman  Kodak  Company 112 

Emerson  Player  Piano 252 

Flexatile  Asphalt  Shingles 255 

Flint  &  Horner 86 

Forest  Home  Farm  Hams 256 

Fox  Gun 118,  119-120-121 

Gano-Downs            85 

General  Electric  Company 174 

Gillette  Safety  Razor 190 

Gillette  Decollete 182-183 

Goodyear  Lawn  Hose 44 

Golden   Star  Polish 30 

Gold  Seal  Champagne 276 

Gorham  Silverware      .       . 168 

Gregory,  J.  J.  H.,  &  Son 228 

Gulden's  Mustard 262 


LIST  OF  ILLUSTRATIONS  xi 


PAGE 


'^H.  &  H."  Steel  Lockers 116 

The  Hal  Motor  Car .207 

Hammermill   Bond 1^^ 

Hampton  Shops 108 

Hercules  Stump  Pullers 25G 

H.  O.    (cereal) 252 

Hotel  Sherman 200 

Richard  Hudnut  (Violet  Sec  Toilet  Water)     .       .  197 

Hudson  Motor  Car 57 

Hygeic  Ice 1^^ 

Indian   Head 206 

Inland  Printer  Company 270 

Iowa  Seed  Company 256 

Iron  Clad  Hosiery 1^8 

Jeffery  Motor  Car 22 

K.,  N.  &  K.  Travelers' Checks  .       .       .       .       .       .  69 

Kansas  City  Electric  Light  Company        .       .       .256 

Kawnear  Store  Fronts 235 

Kelly-Springfield    Tires 29 

Klearflax  Linen  Rugs 156 

Kleinert 's  Garment  Shield 191 

Kolynos  Company,  The 18 

La  Preferencia  Cigars 214 

Liberty  Paper  Company 35 

Lisk  Self-Basting  Roaster 138 

Listerine 239 

Listerine   (Package) 274 

Lowney's  Chocolates 24 

Lowney's  Cocoa     .........  67 

Lucas  Paints 244 


xii  LIST  OF  ILLUSTRATIONS 

PAGE 

Macy,  R.  H.,  &  Company 36 

Marchant,  Geo.  F.,  Company 229 

McKay  Ventilated  Table  Pad 158 

Miller  Tires 242 

Monroe  Pharmaeal  Company 262 

Mott,  The  J.  L.,  Iron  Works 19 

Mutual  Motors  Company,  The 72 

National  Fireproofing  Company 265 

Neolin  Soles 52 

New  York  Telephone  Company 16 

Nujol   (Package) 272 

Odo-ro-no 198 

Oriole  Go-Basket 194 

P.  &  G.  Naphtha  Soap .  246 

Packard  Trucks 62 

Packer's  Tar  Soap 23 

Parfum  Lilas  de  Rigaud 82 

Paris  Garters 204 

Pep-o-mint  Life  Savers  (Package) 272 

Phoenix  Silk  Hose 164 

Pneu-Form  Dress  Form 196 

Pompeian  Olive  Oil 264 

Pond's  Vanishing  Cream 232 

Quaker  Oats 13 

Rameses   Cigarettes 58 

Riz  la  +  Cigarette  Papers 186 

Roamer  Motor  Car,  The 178 

Ronald  Press 34 


LIST  OF  ILLUSTRATIONS  xiii 


PAGE 


Royal  Baking  Powder 216 

Roj^al  Baking  Powder  (Boy  and  Cake)     .       .       .152 

Ryzon  (Package) 272 

Salisbury  Wheels 222 

*' San  Moritz"  Sweater,  The 107 

Santa  Fe  Railroad,  The 215 

Sears,  Roebuck  &  Company 201 

Seedtape 242 

Simonson,   A 225 

Smith  Brothers  (Package) 272 

Southern  Cypress  Mfrs.  Assn 224 

Starr  &  Reed  Egyptian  Cigarettes      ....  260 

Stewart  Pencil  Sharpener 250 

Straus,  S.  W.,  &  Company 87 

Stromberg  Carburetor 30 

Swift  &  Company 154 

Tecla   Pearls '79 

Thermos  Bottle 234 

Tom  Moore  Cigars 236 

Trenton  Potteries  Company,  The         .       .       .     144-145 

United  Steel  Company,  The 254 

Universal  Portland  Cement  Company        .       .       .176 

Valentine's   Valspar 148 

Vignette  Halftone   (Substitute  for)     ....  148 

Waltham  Watch  Company 230 

Wellington  Pipe 184 

Whitall   Tatum 12 

White  Horse  Scotch  Whiskey 161 


xTi  SPECIMEN  TYPE  FACES 

PAGE 


.       .       .      98 
Post qq 

Post   Condensed 


Scotch  Roman ^^ 

Scotch  Roman  Italic ^^ 

AVebb  ;  ^5 

Winchell 


THE  TYPOGRAPHY  OF 
ADVERTISEMENTS  THAT  PAY 


THE  TYPOGRAPHY  OF 
ADVERTISEMENTS   THAT    PAY 

CHAPTER  I 

INTRODUCTION 

Good  advertising  is  something  more  than  mere  typography, 
but  good  tj'pography  makes  good  advertising  more  effective. 

Ernest  Elmo  Calkins. 

Every  advertiser  has  one  or  more  reasons  for 
the  expenditure  of  money  for  publicity  purposes. 
Plans  are  laid  with  these  reasons  as  a  basis.  The 
style  of  advertisement  to  be  used  is  determined 
by  the  plan,  and  the  style  of  advertisement  de- 
termines the  kind  of  copy,  illustrations,  and  type 
faces  to  be  used,  as  well  as  the  arrangement  of 
these. 

Can  the  dress  of  an  advertisement  be  so  planned 
that  when  worked  out  by  the  many  skilled  hands 
it  will  produce  the  effect  which  the  planner  of 
the  advertisement  knows  will  sell  the  goods? 

Architects,  engineers,  and  builders  in  other 
lines  of  human  endeavor  bring  about  this  condi- 
tion in  their  work.  Why  doesn't  the  advertise- 
ment builder  build  just  as  easily? 

1 


2       TYPOGRAPHY  OF  ADVERTISEMENTS 

Architects  and  engineers  have  a  code  of  prin- 
ciples; they  know  the  capacities  and  limitations 
of  the  men  and  materials  with  which  they  build. 

While  nearly  all  builders  of  advertisements 
know  their  principles,  few  have  any  practical 
knowledge  of  the  materials  with  which  they  work 
— their  possibilities  and  their  limitations. 

This  is  not  wholly  the  fault  of  builders  of  ad- 
vertisements.   They  have  had  few  guide  posts. 

Practically  every  book  on  general  advertising 
principles  ignores  the  subject  of  engravings,  type, 
etc. ;  or  if  perchance  any  mention  is  made,  the  com- 
ment is  very  perfunctory  and  of  small  practical 
value  to  the  advertisement  builder. 

There  are  practically  no  books  on  engraving 
methods ;  certainly  none  that  begin  to  enumerate 
the  possibilities  of  the  various  styles  of  engrav- 
ings as  applied  to  advertisement  construction. 

Books  on  type  are  more  or  less  catalogues  of 
type  faces  only,  and  they  seldom  attempt  to  aid 
the  builder  of  advertisements  with  suggestions  of 
where  and  how  the  type  faces  shown  are  best 
suited  to  various  selling  plans. 

The  growth  of  advertising  as  a  specialized  and 
standardized  business  has  been  phenomenal.  But 
printing  and  the  kindred  arts  have  not  kept  pace. 
Such  progress  as  has  been  made  has  been  forced 


INTRODUCTION  3 

upon  the  printing  craft.  Printers  have  been  led, 
and  almost  coerced,  into  handling  the  increased 
business  due  to  the  advertisement  builder's  imagi- 
nation. 

The  printer  is,  first  of  all,  a  mechanic  in  a  busi- 
ness filled  with  voluminous  detail.  The  advertise- 
ment builder  should  not  expect  the  printer  or 
the  engraver  to  be  able  to  give  him  what  he 
should  have  unless  he  speaks  the  printer's  lan- 
guage— speaks  to  him  in  his  own  technical  terms — 
knows  the  materials  with  which  the  printer  works, 
and  can  call  for  what  he  wants.  The  advertise- 
ment builder  should  call  for  what  he  needs  from 
a  sales  standpoint.  The  average  printer  bases  his 
choice  of  type  faces  on  mechanical  principles. 

The  advertisement  builder  does  not  necessarily 
need  to  know  which  side  of  the  type  has  a  ''nick," 
or  why  a  printer  puts  water  on  type  before  he 
distributes  it  back  into  the  cases.  He  should,  how- 
ever, know  by  their  technical  names  what  type 
faces,  rules  and  engravings  will  produce  the 
proper  sales  effect  when  put  together ;  which  types 
are  adapted  for  the  various  styles  of  advertise- 
ments and  which  types  are  used  to  convey  the 
various  sales  effects  desired. 

Few  architects  could  swing  a  trowel  or  wipe  the 
joint  of  a  lead  pipe  with  any  practical  success,  yet 


4       TYPOGRAPHY  OF  ADVERTISEMENTS 

practically  all  architects  can  "talk  shop''  with 
every  mechanic  on  the  job. 

When  an  architect  decides  that  a  certain  style 
of  building  is  just  the  thing  for  the  problem  in 
hand,  he  knows  almost  immediately  what  kind  of 
roof  and  floors  are  the  best  adapted  for  that  par- 
ticular style  of  building.  He  also  knows  which 
make  of  the  certain  kind  comes  nearest  to  the 
price  he  has  allowed  in  estimating  the  cost. 

Different  type  faces  and  engravings  express  and 
suggest  different  things  in  themselves.  Every 
mechanical  detail  of  the  appearance  of  well-built 
advertisements  lends  force  and  attraction  to  the 
messages  they  carry.  These  mechanical  details 
are  chosen  and  determined  by  the  plan  which  was 
selected  as  the  best  method  of  making  the  adver- 
tiser's publicity  profitable. 

"How,  then,  do  you  account  for  all  the  wonder- 
ful advertisements  of  the  present?"  is  a  logical 
question. 

Some  of  these  are  built  by  men  who  have  spent 
many  hours,  days  and  years  in  formulating  a  code 
of  mechanical  principles;  others  are  accidental 
examples;  and  still  others  are  sinking  funds  for 
vast  amounts  of  money. 

This  latter  class  are  built,  pulled  apart,  and 
rebuilt  several  times,  because  the  advertisement 


INTRODUCTION  5 

builder  does  not  have  a  clear  idea  of  the  kind  of 
advertisement  he  should  build  and  how  it  should 
look  when  finished ;  or  if  he  has  this  clear-cut 
vision  he  does  not  call  upon  the  printer  in  tech- 
nical terms  which  will  produce  this  finished  re- 
sult. 

I  know  of  several  cases  where  $100  has  been 
spent  in  trying  to  get  a  set-up  that  conveyed  the 
proper  idea  of  the  sales  plan  to  the  reader  of  the 
advertisement ;  and  even  then  the  results  were  not 
satisfactory  from  a  sales  standpoint. 

Too  much  time,  energ}^  and  money  is  now  being 
wasted  owing  to  a  dearth  of  practical  workable 
knowledge  on  the  subject  of  advertisement  con- 
struction from  a  mechanical  standpoint. 

A  series  of  articles  in  Printers^  Ink  by  the 
writer,  on  the  subject  of  Typographical  Display, 
brought  numerous  requests  for  a  reference  book 
on  this  subject. 

Here  it  is. 

I  have  endeavored  to  lay  down  principles  and 
sound  scientific  rules  of  practice  for  the  satisfac- 
tory and  economical  production  of  advertisements 
that  will  sell  goods. 

Every  advertisement  partakes  of  one  or  more 
styles.  All  advertisements  can  be  classified  for 
easy  reference.    This  I  have  tried  to  do. 


6       TYPOGRAPHY  OF  ADVERTISEMENTS 

The  advertisements  shown  in  this  book  have 
been  selected  for  their  display  features  only.  The 
author  does  not  attempt  to  consider  the  copy  in 
the  examples. 

There  are  only  a  few  type  faces  with  which  the 
advertisement  builder  need  be  familiar.  I  have 
tried  to  show  what  these  are  and  where  and  how 
they  can  be  used  in  each  or  several  of  the  styles 
of  advertisements. 

Styles  change,  principles  seldom  change,  and 
human  nature  hardly  ever  changes. 

If  my  book  helps  in  any  manner  toward  produc- 
ing a  better  understanding  and  appreciation  be- 
tween the  builder  of  advertisements  and  the  men 
who  actually  put  the  advertisement  together,  it 
will  have  accomplished  its  main  object. 


CHAPTER  II 

THE    KINDS    OF   ADVERTISEMENTS 

Advertising  is  a  modern  means  of  selling.  The 
broadest  and  most  used  kind  of  advertising  is 
selling  by  means  of  the  printed  word.  This  book 
deals  with  the  construction  of  advertisements  in 
magazines  and  newspapers.  Such  being  the  case, 
it  deals  with  only  a  division  of  the  printed  word 
as  a  means  of  selling. 

Every  successful  salesman  has  a  method  of 
approach.  Every  successful  advertisement  must 
have  a  method  of  approach,  and  this  method  must 
be  based  on  answers  to  the  many  questions  which 
arise  between  the  time  a  person  decides  to  spend 
money  for  advertising  and  the  time  the  advertise- 
ment is  built. 

Every  advertisement  is  a  story — a  sales  story. 
It  tells  something  that  should  produce  a  buying 
impulse  in  the  mind  of  the  reader  (either  imme- 
diately or  eventually)  or  it  tells  something  that  is 
conducive  to  a  better  feeling  and  understanding 
between  the  advertiser  and  the  reader.     In  the 

7 


8       TYPOGRAPHY  OF  ADVERTISEMENTS 

final  analj^sis  advertising  is  educational — educa- 
tion toward  immediate  sales,  or  education  toward 
good  will — future  sales. 

If  the  advertiser  has  a  universally  used  article 
and  wishes  to  reach  all  the  readers  of  a  publica- 
tion he  will  use  the  Forceful  Educational  style. 
This  style  has  the  gist  of  the  story  in  the  headings 
or  pictures,  or  both.  The  reader  gets  the  com- 
plete story  in  the  headings.  The  rest  of  the  ad- 
vertisement gives  simply  the  details. 

There  are  many  articles  that  are  bought  by  the 
more  substantial  and  intelligent  readers  only. 
Such  readers  do  not  need  to  be  forced  into  read- 
ing a  story.  They  read  for  information  and  there- 
fore read  the  whole  story  or  they  do  not  read 
any  of  it. 

This  appeal  must  be  concise,  refined  and  thor- 
ough. It  is  best  obtained  by  the  use  of  the  Passive 
Educational  style  which  has  no  strong  headlines 
and  very  little  contrast — just  a  plain  statement  of 
facts. 

If  the  advertiser  wishes  to  reinforce  the  mes- 
sage with  a  reflection  of  the  age  and  reliability  of 
his  firm,  or  if  the  message  needs  the  flavor  of  a 
certain  period  in  history,  then  the  Handlettered 
style  is  best.  The  possibilities  of  a  message  let- 
tered by  hand,  instead  of  set  in  type,  with  the  il- 


THE  KINDS  OF  ADVERTISEMENTS         9 

lustrations  drawn  to  conform,  are  unlimited  as  a 
means  of  expression. 

Perhaps  the  advertiser  has  passed  the  educa- 
tional period  in  the  firm's  advertising;  his  mes- 
sage simply  needs  the  reiteration  of  the  trade 
name  in  connection  Vv^itli  a  suggestive  picture  (or 
sometimes  without  the  picture).  Then  the  Poster 
style  is  best.  Cream  of  Wheat  and  Old  Dutch 
Cleanser  advertisements  are  usually  of  the  Poster 
style. 

Many  firms  create  a  trade  character  or  a  comic 
as  a  means  of  making  the  trade  name  more  easily 
remembered.  Velvet  Joe  and  the  Campbell's  Soup 
Kid  are  examples.  The  use  of  such  a  character 
makes  the  Forceful  Educational  style  still  more 
forceful  and  causes  the  copy  to  partake  of  the 
Character  style. 

There  are  a  number  of  manufacturers  and  mer- 
chants who  have  a  forceful  educational  story  to 
tell,  but  the  size  of  their  business,  or  the  profit  on 
the  goods  advertised,  does  not  permit  the  use  of 
large  space — double  pages,  full  pages,  half  pages, 
or  even  quarter  pages. 

For  these  there  is  the  Small  Space  style  of  ad- 
vertisement. Here  the  idea  is  to  get  some  kind 
of  an  odd  shape  in  order  to  have  the  small  space 
get  attention  when  placed  on  a  page  with  many 


10     TYPOGRAPHY  OF  ADVERTISEMENTS 

other  advertisements.  This  should  be  done  even 
if  it  is  necessary  to  make  the  copy  extremely  brief. 

Oftentimes  a  Small  Space  advertisement  is 
also  a  Mail  Order  advertisement.  The  relation 
is  close. 

Advertisers  of  jewelry,  books  and  other  special- 
ties often  deal  direct  with  the  reader  and  in  such 
cases  it  is  necessary  that  the  story  be  longer  and 
more  explicit  than  a  purely  educational  story. 
The  style  of  advertising,  which  is  known  as  the 
Mail  Order  style,  must  bring  back  to  the  adver- 
tiser several  dollars  for  every  one  spent  in  ad- 
vertising. This  being  the  case,  there  are  few  ad- 
vertisements of  this  style  which  occupy  full  pages. 
Therefore,  it  is  necessary  that  the  Mail  Order 
style  be  as  forceful  as  possible  and  at  the  same 
time  contain  more  story  than  the  purely  educa- 
tional style.  In  order  to  accomplish  both  objects 
the  method  most  widely  used  is  to  get  extremely 
forceful  headings  which  tell  the  story,  and  use 
these  in  connection  with  very  small  body  reading 
matter. 

Department  store  advertising  is  educational, 
but  it  is  slightly  different  from  the  pure  educa- 
tional style  and  for  that  reason  it  should  be  classi- 
fied as  the  Department  Store  style. 

This,  then,  gives  us  eight  general  groups  or 


THE  KINDS  OF  ADVERTISEMENTS       11 

styles  for  classifying  the  kinds  of  advertisements, 
namely : 

The  Forceful  Educational 

The  Passive  Educational 

The  Handlettered 

The  Poster 

The  Character  and  Comic 

The  Small  Space 

The  Mail  Order 

The  Department  Store. 

Some  rare  advertisements  partake  of  two  of 
these  kinds,  and  are  excellent  pieces  of  construc- 
tion. Yet  those  which  partake  of  two  or  more 
of  the  kinds  noted  above  are  seldom  maximum 
sales  producers. 

This  book  does  not  comment  on  colored  adver- 
tisements because  the  fact  that  an  advertisement 
is  in  color  does  not  alter  its  classification. 


THE  FORCEFUL  EDUCATIONAL 

This  style  is  well  shown  by  the  Whitall  Ta- 
tum  and  the  Quaker  Oats  advertisements. 

The  main  point  in  the  construction  of  advertise- 
ments of  this  style  is  that  the  headlines  and  sub- 
headlines,   either  with   or  without  the  pictures. 


Prof. 

Anderson's 

Supper 

Which  Millions 
Have  Adopted 


□led  a  way  to  exp^o^ 


Prof.  A.  P    Anderson,  the  expert  on  loo 
food  cells  in  grain. 

Each  wheat  or  rice  grain  contains  millions  of  food  cells,  which  should 
be  broken  to  digest.  Cooking  breaks  but  part  of  .them.  He  wanted 
all  the  food  cells  broken,  to  make   every   atom   feed. 

So  he  steam-exploded  grains  of  wheat  and  rice.  He  puffed  them  to 
eight  times  normal  size.  Whole  grains  were  thus  made  wholly  dizestible. 
And  the   world  obtained   ideal   grain   foods. 

They  are  Like  Bubbles 

Purted  Wheat  and  Purted  Rice  are  like  bubbles.  They  aie  airy,  ««ky 
crisp  and  porous.     The  flavor  and  form  are  delightful. 

Of  course,  they  are  breakfast  dainties.  They  are  served  with  cream 
and  sugar,  or  mixed  with  any  fruit.  No  other  morsels  half  so  choice 
are  found  on  morning  tables. 

But  they  are  supper  tit-bits  too.  In  millions  of  bowls  of  milk  or  cream 
they  are  served   in  place  of  bread. 

These  are  ideal  good-night  dishes.  They  are  whole  grams,  with  all 
the  whole-grain  elements.  They  easily  and  completely  digest.  And  the»r 
toasted,   fragile  crispaess   makes  them    fascinating   foods. 

You  will  not  let  a  day  pass  without  them  when  yo^i  learn  how 
people  like  them. 


Puffed 

Puffed 

Wheat 

Rice 

and  Corn  Puffs 

Each  15c  Except  in  Far  West 

Like  Nuts 

The  fearful  heat  gives  Puffed  Grains  a  taste  like  toasted  imts.  They 
are  often  used  like  nut  meats.  Folks  use  them  in  candy  making,  and  a^ 
garnish  for  ice  cream.  Mothers  douse  them  -with  melted  buner  for 
the  children  to  eat  at  play. 

Puffed  Wheat,  Puffed  Rice  and  Corn  Puffs  all  taste  like  confections. 
But  xMa  flavor  differs  vastly.  You  should  serve  them  all.  Keep  a  package 
ot  each  on  the  pantry  shelf  so  your  people   may   have  a  variety. 

The  Quaker  OdfsOmpany 

Sole    Makers  vuai 


DAMASCUS 

SteelSafetyPins 
For  Dress  Use 

HANDSOMELY  made  and 
shaped,  with  sriff 
.  needle-sharp  points 
that  pierce  the  thickest  fabric 
without  bending  or  hT)oking. 
Flat  safety  shield  lies  close  to 
fabric,  protects  point  and  pre- 
vents accidental  unclasping. 
The  coil  end  neatly  sheathed 
to  prevent  tangling, 
Damascus  is  made  in  6  sizes,  pol- 
ished to  perfect  smoothness.  Your 
choice  of  Nickel,  Black  or  Gold 
Finishes. 

Always  look  for  the  Oakville 
Trade  Mark  on  every  card 
or  paper  of  pins  you  buy. 

Oakville  Company 

Waterbury,  Conn. 


THE  KINDS  OF  ADVERTISEMENTS       15 

tell  the  story.  Sometimes  the  headlines  tell  an 
abstract  story  connecting  in  thought  the  article 
and  the  everyday  life  of  the  reader. 

The  headlines  must,  therefore,  stand  out  of  the 
advertisement.  To  do  this  there  must  he  contrast 
between  the  headlines  and  the  rest  of  the  adver- 
tisement. The  greatest  weakness  among  adver- 
tisements of  this  style  is  that  there  is  not  enough 
contrast.  The  headlines  are  either  not  strong 
enough  or  the  rest  of  advertisement  is  set  in  type 
so  dark  that  it  weakens  the  force  of  the  head- 
lines. 

Of  course,  there  are  times  when  full  force  is 
not  desired.  Such  a  dainty  and  attractive  illus- 
tration as  that  shown  in  the  Damascus  Safety 
Pin  advertisement  would  be  cheapened  by  any 
stronger  contrast. 

This  advertisement  is  a  pioneer  of  a  style  that 
is  sure  to  be  widely  used — one  series  of  a  tj^e 
face  used  with  an  illustration  of  the  same  tone  of 
color  as  the  type  face. 

It  is  also  possible  to  restrain  the  force  of  the 
Forceful  Educational  style  in  advertisements  that 
have  no  illustrations.  This  is  well  shown  by  the 
New  York  Telephone  advertisement,  which  uses 
type  faces  that  are  all  of  one  family. 


Corred  TELEPHONE  Habits 

'Bring  you  better  Telephone  Service 

1  HE  foltdving  lu^esdoni  are  publiihed  at  the  request  xA 
%  numbcrof  large  business  houses  that  are  interested  in  de- 
rrleping  pictsing  telephone  manner*  among  their  employees: 


On  all 

Outgoing  Calls 

Always  look  in  the  telephone  book 
to  malt  surt  you  call  the  right  num- 
ber. If  you  do  not  find  the  number 
in  the  book,  ask  "In/brmation." 

KjMA.yournumbtrvn^  a  slight  pause 
between  the  hundreds  and  the  tens. 
For  cjfample,  in  calling  ^'Barclay 
U 63, "$ay,"Baf  clay  Oft*  Two  (pause) 
Six  Three." 

Speak  clt»rly  and  cUttinetly,  dirediy 
into  the  transmitter. 

JLlSTEN  to  the  operator's  repttition 
of  the  number  and  acknowledge  it. 

Hold  //^  lint  until  your-party  an- 
swen  a:nd  then  give  your  whole  atten- 
tion to  che  telephone  convenation. 

To  RECAJ.L  the  operator,  move  the 
receiver  hook  up  and  down  slowly. 

When  you  have  finished  ulking, 
say  "Good-bye"  and  replace  the  re- 
ceiver on  the  hook. 

Remember,  courtesy  over  the  tele- 
phohe  is  always  desirable.  It  wins 
Friends  for  you  and  your  company. 


Otrall 

Incoming  Calls 

Answer  your  telephone  promptly 
and  pleasantly: 

ANNOUNCEyournameand  the  name 
ofyourdepartment.  Don't  say  "Hejlo." 

Be  ready  with  pad  and  pencil  in 
order  not  to  keep  your  caller  watting. 

If  you  require  help  ^^  handling  the 
call  properly,  get  it  at  once  or  poHtely 
transfer  the  call  to  the  employee  who 
can  best  handle  it. 

If  you  answer  for  another  em- 
ployee, offer  to  take  the  message,  then 
call  it  to-  (he  othcr'f  attentiou  at  the 
first  opportunity. 

Listen  attentively,  so  that  you  will  • 
not  have  to  annoy  the  caller  by  ask- 
ing him  to  repeat. 

Remember,  abruptness  or  indiffer- 
ence drives  away  trade.  Close  atten- 
tion U)  telephone  orders  helps  win  it. 

Maintain  the  same  courtesy  and 
consideration  in  a  telephone  conver- 
sation that  you  would  with  your  cus- 
tomer face  to  race. 


The  voice  with  the  smile  wins 


NEW  YORK  TELEPHONE  COMPANY 

C»rd  rtfrtdiuiun  tfikdthvi  tdvtriuimni  mty  h  sicurei m  tppluni»»  litKrnttriu  cmturcist tfei 


THE  KINDS  OF  ADVERTISEMENTS       17 

While  the  Damascus  Safety  Pin  and  New  York 
Telephone  advertisements  are  not  as  forceful  as 
the  Whitall  Tatum  or  the  Quaker  Oats  advertise- 
ments they  are  nevertheless  known  as  Forceful 
Educational.  There  is  contrast— restrained  con- 
trast—between the  headlines  and  the  rest  of  the 
advertisement  even  if  the  style  of  type  is  the 
same.  This  style  has  found  much  favor  with  ad- 
vertisers because  of  the  restraint,  which  is  usu- 
ally more  dignified.  It  is  used  by  banking  insti- 
tutions and  public  service  corporations  where 
more  dignity  is  desired  and  yet  some  contrast  is 
needed. 

THE  PASSIVE  EDUCATIONAL  STYLE 

Sometimes  it  is  not  good  judgment  to  use  the 
Forceful  Educational  style  because  the  whole 
story  or  not  any  part  of  it  must  be  read  to  be  of 
value  to  the  advertiser. 

When  there  are  no  headlines  the  reader  reads 
the  entire  advertisement  or  he  does  not  read  any 
part  of  it,  and  this  very  fact  causes  the  copy  to 
get  a  reading  from  the  better  class  of  readers. 

This  style  is  what  I  like  to  call  the  Passive  Edu- 
cational style;  not  because  I  think  it  is  weak  in 
value  to  the  advertiser,  but  because  it  usually  is 
so  quiet  and  clean-looking. 


g 


Op 
o     r 

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^m 


r)ESCRrBED  more  in 
detail  in  Mott's  new 
138-page  "Bathroom 
Book,"  which  illustrates  the 
latest  examples  of  plumb- 
ing fixtures  for  bathroom, 
kitchen  and  laundry,  and 
shows  22  model  bathrooms, 
with  full  descriptions  and 
pnces.  Mailed  for 4cpostage. 


/Iny  plumber  can  givf 
you  an  estimate  on  Mott's 
plumbing  fixtures  installed 
complete. 


/^UR  newest  contribution  to 
^^  modern  bathroom  equip- 
ment is  the  vitreous  china  lava- 
tory with  vitreous  china  wall 
brackets.  A  high  grade  Mott 
fixture  of  exceptional  beauty. 
Eliminates  the  usual  pedestal- 
simplifies  bathroom  cleaning. 

Another  new  Mott  fixture  is  the 
needle  and  rain  shower  in  combi- 
nation with  Mott's  Hght-weight 
porcelain  bath.  When  not  in  use 
the  needle  shower  arms  fold  back 
against  the  wall. 


THE      J.      L.      MOTT  IRON 

Fifth  Avenue  and  17th  Street 

Mli—Eighly-nine  Years  oj  Supremacy — 1917 

tBoston                                     Seattle  Portland,  Ore. 

Pittsburgh                               Cleveland  tWashington,  D.  C. 

fChicago                                    .r^— -:.  ^  .       .■?     „   ^ 

Minneapolis 


Cleveland 
t  Detroit 
tDes  Moines 
tToledo 


Columbia,  S  C. 
New  Orleans 
Denver 


iShotvrooms  equipped  toith  model  bathrooms 


WORKS 

New  York 


tSan  Francisco 

tSt.  Louis 

fMontreal,  Can. 
San  Antonio 
Dallas.  Texas 


^H 


iT^Wr^JMWr^^t^M^A^AV^TV^Wr^ 


1 


JncGifr 

thau  surc^  to  please  any  girl  or 
<r^:     any  woman     j^^^ 

^Mo{htr 
n)aughtcr 

Sister 
S'wcc/hcart 

"Tritnd 


dh 


\s  a  rtaiiy  ^( 
a  rea^ 


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rood  writing  pap 
lljJftautijulhayL , 

Qrane's 
d^nencQwn 

put  up  in  boxes  designed  by  ma/Ur  artj/k  V>  Eir- 
nish  an  appropriaujctiing  for  ihis  exquisite  paper, 
oflers  tticperfict  gift  in iu  «a/ Christmas  spirit 

Eaton, Crane  (25  Pike  Co. 


New  York 


Piftsficld.Ma5s. 


\!tc:30t:ii^:ss:s^ 


cAwMT'StJ  <^*JJ  »f7f»n0rT<n^*ni»*l>*tifie  *lixp$iuUm . 


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THE  KINDS  OF  ADVERTISEMENTS       21 

The  Kolynos  copy  shows  this  Passive  Educa- 
tional style  without  an  illustration  and  The  J.  L. 
Mott  Iron  Works  copy  shows  this  style  with 
an  illustration.  More  examples  of  this  style  are 
shown  in  other  chapters  of  this  book. 


THE  HANDLETTERED  STYLE 

Handlettering  is  flexible,  and  therefore  char- 
acter, beauty,  dignity,  age  or  reliability  are  best 
exemplified  through  its  use. 

Nothing  is  so  in  keeping  with  its  audience  and 
at  the  same  time  so  typical  of  the  age  and  char- 
acter in  the  product  as  the  advertisement  of 
Crane's  Linen  Lawn. 

Of  course  there  are  limits  and  pitfalls  in  the 
use  of  handlettered  advertisements  as  in  all  other 
styles  of  advertisements.  It  can  be  overdone  and 
it  is  not  often  that  you  find  as  much  copy  as  well 
handled  with  handlettering  as  is  shown  in  the 
Crane's  Linen  Lawn  advertisement. 

The  Jeffery  advertisement  has  nearly  as  much 
copy  as  the  Crane  advertisement,  but  note  the 
difference.  This  helps  to  prove  that  a  clean  type 
face  would  be  far  more  useful  in  many  cases  than 
the  more  expensive  handlettering. 


The 


COMBINING 

WINTER  LUXURY  WITH 

SUMMER  COMFORT 

(The  toJ>  is  removable) 


Price 
complete 


^1165 


lill 


^ 


THRU    PASSENGER  ROADSTER.,  $lO0O 


ricture  to  yourself  a  tiandsome, 

hi0i-grade,beautifuUyr-fiiushed,  luxuxiously  easy-riding  endosed 
coadi— put  as  mu^  quality  into  your  picture  as  you  can— and  you 
still  win  not  beoverestixnatiagtlie  quality- and  appearance  of  thejeaery 
Four  Sedan.  CHlet  die  cost  of  diis  car  complete  is  extremely  mod- 
erate—and  diie  Sedan  body  is  easily  zemoved»  giving  you  an  open 
tourmg  car  including  summer  top  for  pleasant-weather  touring. 

ttwl«d  ftont  seats  agonl  easy  access  from  the  front  compartment  to  the  tonneau  ■  'Wlixlows,  eama  ■wide, 
three-stxteenth  InA  crystal  piate. tround  and  polished,  a<»isable  far  venalaiion  •  Cmtana.silk  portiae  type  — 

Upholstery,  grey  wUpcord-Jeaiber  optkmalfor  seats  •  Interior  iUumlnation  bom  an  electric  done  light. 

»— .«a.««.w«^      The  Thomas  B.  Jeffery  Company     

Main  Office  and  Works  •  Kenosha, W&xoso'        n-o^w*!..™,- 


Is  a  friend  which  will  tell  her  the  truth  about 
her  hair 

If  it  discloses  heavy,  lustrous  tresses  of  a  rich 
sheen  and  dainty  fluffiness — she  should  be 
thankful — and  preserve  their  beauty  by  using 
as  pure  and  dependable  a  shampooing  agent  as 
can  be  obtained— Packer's  Tar  Soap. 

If,  on  the  other  hand,  her  mirror  reveals  a  scanty 
growth  of  stringy,  dull-looking  locks,  it  behooves  her 
to  cultivate  forthwith  the  friend  of  scalp  health  and 
hair  health— Packer's  Tar  Soap. 

Packer's  Tar  Soap  is  the  shampoo  ideal.  Its  pine  tar, 
pure  vegetable  oils  and  glycerine  combine  the  cleansing 
and  soothing  properties  that  modern  life  make  necessary 
for  the  proper  care  pf  the  hair.     Send  10c  for  sample. 

Our  Manual— ''The  Hair  and  Scalp- 
Modern  Care  and  Treatment, ' '  3b  pages  oj 
practical  information,  sent  free  on  request. 

Packer's  Liquid    Tar   Soap— cleanses  the   hair  and    scalp   delight- 
fully      Delicately  perfumed.    Liberal  sample  of  liquid,  10c. 

THE    PACKER    MFG.  CO. 

DEPT   86-E,  81  FULTON  ST..  NEW  YORK  ^^--=^ 


Pure  as  the  Pines 


194  December  Good  Housekeeping 


THE  KINDS  OF  ADVERTISEMENTS       25 

Not  all  artists  are  good  letterers  and  few  of 
the  good  ones  can  get  the  spirit  of  the  copy  in  the 
lettering.  This  makes  handlettering  a  decidedly- 
delicate  and  difficult  problem  to  handle. 

It  is,  however,  well  to  remember  that  the  fewer 
handlettered  lines  in  an  advertisement  the  bet- 
ter. Note  the  Packers'  Tar  Soap  example.  This 
advertisement  is  really  a  restrained  Forceful 
Educational  advertisement  similar  to  the  Nev/ 
York  Telephone  example. 

Other  phases  of  this  interesting  means  of  dis- 
play will  be  discussed  in  the  chapter  on  Handlet- 
tering. 


THE  POSTER  STYLE 

The  next  style  of  advertisements  is  the  Poster 
style.  Practically  all  poster  advertisements  are 
handlettered  and  that  is  why  the  classification 
follows  in  this  order.  Such  advertisements  as 
Lowney's  are  poster  advertisements  because  of 
the  few  words  and  large  picture.  This  is  identi- 
cal in  style  to  the  poster  painted  on  a  wall  or 
printed  and  pasted  on  a  board. 

^^ Cream  of  Wheat"  and  ''Old  Dutch  Cleanser" 
are  two  very  well-known  examples  of  the  Poster 
style. 


THE  KINDS  OF  ADVERTISEMENTS       27 

THE  CHARACTER  AND  COMIC 

The  next  classification  is  naturally  the  Charac- 
ter and  Comic  style.  These  are  simply  Forceful 
Educational  advertisements  made  more  forceful 
and  at  the  same  time  making  for  quick  identifica- 
tion by  using  the  same  character  picture  in  all 
the  advertisements. 

Two  well-known  characters  are  Velvet  Joe  and 
the  Campbell's  Soup  Kid. 

Some  time  ago  I  ran  across  the  Kelly-Spring- 
field Tire  advertisement,  which  has  since  appealed 
to  me  as  about  the  best  adaptation  of  the  comic 
style  of  advertisement  that  I  have  ever  seen.  It 
is  catchy  in  technique  and  also  has  the  product 
tied  up  securely  to  the  picture  at  first  glance. 

One  does  not  have  to  stretch  the  imagination  to 
get  the  connection.  If  comics  do  not  fit  naturally, 
do  not  try  to  make  them  fit.  They  are  either  the 
thing  or  nothing  and  for  only  a  few  products  can 
they  be  used  without  making  the  advertisement 
too  much  comic  and  not  enough  product. 

THE  SMALL  SPACE  STYLE 

As  a  test  of  real  ability  in  advertisement  build- 
ing, nothing  is  as  good  as  the  small  space  adver- 
tisement. 


"We  pick  them 
for  youl" 

All  these  fresh  delicious  vegetables 
we  select  as  carefully  as  if  they  were 
intended  for  one  table  alone — and 
that  one,  yours.  You  could  spend  all 
day  m  marketing,  and  another  day 
in  preparing  and  cooking  what  you 
buy,  yet  not  produce  such  a  perfectly- 
balanced  food-combination  as 


CampbelFs  Vegetable  Soup 

It  combines  appetinng  flavor  with  wholesome  amd  substantial  nourishment. 

Think  of  fifteen  different  vegetables  in  one  soup!  Selected  white  potatoes  from  Maine, 
the  best  Jersey  "sweets,"  fine  rutabaga  turnips  from  Canada,  choice  carrots  of  the  French 
type  —  Chantenay,  succulent  green  okra,  "baby"  lima  beans,  small  peas,  tomatoes,  celery. 
Dutch  cabbage,  and  tender  com  are  all  included  in  this  tempting  combination. 

We  add  rice,  barley,  a  little  delicate  leek  and  onion,  fresh  herbs,  fine  spices,  and  just  a 
touch  of  snappy  red  peppers.  And  we  blend  all  these  with  a  strong  nourishing  beef  stocky 
and  a  sprinkling  of  "alphabet"  macaroni.  Every  ingredient  lends  its  own  distinctive  quality^ 
of  nutrition  or  pcilatable  savor. 

A  good  soup  once  a  day  at  least  is  positively  necessary  to  the  pmberly -balanced  diet. 

All  authorities  recognize  this  fact. 

Why  should  you  ever  be  without  a  tzisty  and  strengtherung  soup- 
course —  or  why  should  you  ever  bother  with  home-made  soup  — 
when  you  can  always  have  a  supply  of  this  satisfying  Campbell  "kind" 
at  hemd  on  your  pantry  shelf? 


Asoararus 

Clam  Chowder 

Pea 

B^    ^ 

Pepper  Pot 

Bouillon 

Julienne 
Mock  TuVie 

Pnntanier 

Celery 

Tomato 

Chicken 

Mulligatawny 

romato-Okra 

Chicken-Gumbo  (Okra) 

Mu.t^ 

l-egctablc 

Clam  Bouillon 

Ox  Tail 

'.'ermicelli-Tomatp 

Put  a  Kelly-Springfield  Gray  Tube 
into  a  tub  of  water  and  see  it  float. 
That  proves  that  the  rubber  in  it  is 
real.  Put  a  Kelly-Springfield  Gray 
Tube  on  your  car  and  see  it  last. 
That  provfes  that  the  real  rubber  has 
been  made  into  a  tube  by  hand. 


Kelly-Springfield  lire  Company 

corner  Broadway  &  57*  Street  New  York 


Tbc  He«ra  Tire  ft  Kubtxt 
ficriDS  Tire  &  Rubber  Co.  Houston,  Tczai 
Bo&s  Rubber  Co.,  Dcover.Cola 
TteOlmtudCo,  lnc.,8yr«cu»e.  N  Y 
South  a  Hdwe  A  Woo<i.lock  Co  ,  Ltd..  Ne- 
L  J  Barth,'.Boche»t.r,  N  V  Stiiwt  4 


Atkinson  Tire  ft  Supply  Co..  JeckeonvUlt.ria. 
Central  Rubber  &  Supply  Co.,  IndlenapoUa,  lei 
CD  Franke  &Co..  Charle*too,S.  C. 
K.  &  3.  Auto  Tire  Co.,  Limited,  Toronto.  Can. 
Todd  Rubber  Co.,  New  Haven, Conn. 
Barnard  &  Micbaal,  Buffalo,  N  Y. 


Keeps  Furniture 
Looking  New 


Stop  Wasting 
Gasoline 
Money! 

Every  mile  you  run 
your  car  without  the 
New  Stromberg  Car- 
buretor means  gasoline 
waste.  Its  economy 
records  on  all  kinds  of 
cars  prove  it  absolutely 
the  most  economical 
for  any  car. 

And  in  speed,  accel- 
eration, easy  starting 
and  power  tests  it  has 
broken  world's  records. 
Send  name,  model  and 
year  of  your  car  for  in- 
formation. 

i  MOTOR 

OfVlCfS  CO. 


1914  Star    Rose   Cataloe— Free, 
descriltes  360  carefully  selected  varieties  of 
Th*  B«(t  Boiei  tor  America.     None  hut  (he  very 

of  the  world's  i 
you  trouble  in  selecting.     Tells  how 
prune,  etc.     Send  for  it  today. 

CONARD  4  JONES  CO. 

HoM  Speciatista,    Over  SOYears'  Exptrtente 
Box  127.  We»t  Prove,  Pa 


IT  SOCIETY'S  NEWEST 

^Tius  IS  to  let  tlie  readers  ofjUDCE 
know  about  societys  newest  member— 

SAnargyros  SPECIAL 
BRUSH-END  Cigarettes 

Ultra- individual,  and  rather  expensive. 

Made  entirely  hy  hand  and  separately 

wrapped  in  silver  Jail  to  preserve jresrv 

ness  and  jlavor  j\t  cluhs  and 

the  better  stands -23c. 


THE  KINDS  OF  ADVERTISEMENTS       31 

The  problem  is  to  get  and  hold  the  attention  as 
effectively  as  possible,  tell  the  story  and  also  il- 
lustrate the  story  whenever  possible. 

The  Golden  Star  Polish  and  Cleaner  advertise- 
ment is  a  perfect  small  advertisement.  It  has  a 
good  heading  and  a  well-applied  picture,  a  show- 
ing of  the  package  and  a  striking  display.  The 
feature  most  responsible  for  the  attention-rivet- 
ing effect  of  this  advertisement  is  the  circle. 

In  small  space  advertisements  it  is  imperative 
that  we  use  odd  shapes,  and  few  features  are  more 
effective  than  the  circle.  There  is  a  chapter  on 
* '  Striking  Effects ' '  in  this  book  which  gives  more 
suggestions  for  building  small  advertisements  that 
cannot  be  missed. 

The  New  Stromberg  Carburetor  advertisement 
is  also  an  excellent  example  of  a  well-handled 
small  space  advertisement.  It  shows  a  good  use 
of  irregularity,  which  is  an  important  thing  to 
keep  in  mind  w^hen  building  small  space  adver- 
tisements. 

The  Conard  &  Jones  Co.  advertisement  will  at- 
tract attention  because  of  its  odd  shape  and  the 
relatively  large  and  irregular  picture  of  the  rose. 
In  small  advertisements  something  must  be  strong 
and  dominating  or  the  advertisement  will  not  be 
seen. 


41624  ->ttilin«  >iKfr  Vonuiira-n 
fit  Bi.1  J. .  uitMii'a'trcir.  n.-tiuL^. 
391S5  -'I  Wu  Fi«ich  Ivory  yocJ  wim^Hi.  corr.H' !■•  ^^  ih  Wa<  k 
M.l,(arlBfu^^„>s.t.^.Uar>/•^rro  v.,.in,w  >■.,  i«-lt  *3  50.  \lt„v,  I 
i  Icathrr  bnrd  cas*-,  moi  .,^rain  »f .  r  ^'^  '>■  '■'"  I  ''■f<:t  J 

.  bpl<T.did  value.    $4-00  buckirt  . 


THE  KINDS  OF  ADVERTISEMENTS       33 

The  S.  Anargyros  Cigarette  advertisement  is 
proof  that  a  certain  amount  of  "class"  can  be  ob- 
tained in  small  space.  Ilandlettering  is  not  out 
of  place  in  small  space  if  there  are  not  too  many 
words  in  the  small  space. 


THE  MAIL  ORDER  STYLE 

The  Geo.  T.  Brodnax,  Inc.,  advertisement  is  a 
pure  Mail  Order  style.  It  asks  for  an  order  direct 
from  the  advertisement,  and  if  this  is  not  possible 
it  offers  a  book  showing  the  complete  line.  When 
the  booklet  is  received  by  the  prospect  it  is  up  to 
the  advertiser's  follow-up  literature  to  produce  an 
order  direct  from  the  prospect. 

Eegardless  of  the  amount  of  reading  matter 
and  the  abundance  of  pictures  in  this  advertise- 
ment, the  success  of  companies  in  this  advertiser's 
line  proves  that  such  advertisements  are  read 
and  answered — mostly  by  women. 

Yet  the  success  of  advertisers  selling  books  in 
magazines  like  System  and  Factory  proves  that 
men  also  read  small  type  if  well  handled. 

The  Ronald  Press  advertisement  utilizes  a  large 
amount  of  small  type.  This  is  a  Forceful  Educa- 
tional advertisement  with  the  Mail  Order  coupon. 
The  story  is  in  the  headlines  and  if  the  reader  is 


550  Pages 
—37  Chapters 

1.  The  Corporate  Form  of 
Business  Organization 

2.  Kinds  of  Corporation 
Stock 

3.  Meetings;  the  Corporate 
Calendar 

4-5.  Books  and  Records  of 
Corporations 

6.  Distinctive  Corporation 
Accounts 

7.  Entries  Relating  to  Stock 
of  Original  Issue 

8.  Entries  Relating  to  Treas- 
ury Stock  and  Stock  of 
Other  Companies 

9-10.  Dividends  and  Their 
Entry 

11-13.  Incorporating  Proprte- 
torshif)i.  Manufactur- 
ing and  Mining  Cor- 
porations, and  Part- 
nerships 

H-15.  The  Nature  and  Kinds 
of  Corporation  Bonds 

16.  Forms  of  Bonds 

17.  Bond  Sales  and  Entries 
for  Them 

lS-19.  Handling  Bond  Inter- 
est, Discounts  and 
Premiums 

20-21.  Sinking  Funds 

22.  Redemption  of  Bonds 

23.  Closing  the  Corporation 
Books 

24-25.  Corporate  Statements 
27    Corporation  Reports 
28.  Features  of  the  Different 
Plans  of  Corporate  Con- 
solidation 
29-30   Consolidation  by  Mer- 
ger and  by  Lease 

31  Accounting  in  Connection 
with  Holding  Companies 

32  Preparing  Consolidated 
Balance  Sheets  and  In- 
come Accounts 

33  Reorganization 

34  Receiverships 

35.  Receivership  and  Reoi 
ganization 

36.  Receivership  and  Sale 

37.  The  Dissolution  of  Cor 
porations 


Sent  For  Free  Examination 

Corporation 

Accounting 


THE  new  manual  by  R.  J. 
Bennett,  Certified  Public  Ac- 
countant ;  Fellow  of  the  Institute  of 
Accountants  of  the  United  States. 

The  features  of  corporation  law 

which  the  accountant  must  understand 
are  covered  fully,  -with  an  explanation 
of  the  proper  procedure  in  all  such 
matters  as  holding  meetings,  issuing 
of  bonds,  declaring  of  dividends,  etc. 

Corporation  accounts  and  records 

are  shown  in  full  detail  with  forms  of 
books,  charts,  and  full  treatment  of  the 
^handling  of  ordinary  and  special  entries. 

The  preparation  of  reports  and 
statements  required  in  corporation 
accounting  is  explained  in  full. 

The  procedure  in  consolidations, 

receiverships,  reorganizations  and  dis- 
solutions is  fully  covered,  so  that 
when  occasion  arises  the  accountant  may 
know  just  how  to  handle  his  part  of  the  work. 

Send  no  Money— Book  will  be 
Sent  for  Inspection 

The  price  of  this  exhaustive  550-page  manual 
of  corporation  accounting  is  S3.00  postpaid. 
All  copies  are  subject  to  fullest  examination 
before  final  acceptance. 

Simply  fill  out  the  attached  coupon  and  send 
in  your  order  now.  "Corporation  Account- 
ing" will  be  sent  you  for  five  days'  examina- 
tion, to  be  kept  or  returned,  just  as  you  may 
decide. 


Ronald  Press  Company,  24   Vesey 

Please  send  me  a  copy  of  Bennett's  "Corpor.ition  Account 
ination  I  will  either  return  the  book  or  remit  the  price,  S 


Full  of  Specific 
Practical  Points 


How  to  Handle  Organization 

Expenses 
Corporation  Law  which  the 

Accountant  Must  Know 
The   Correct   Conception    of 

Treasury  Stock 
Entries  for  Scrip  Dividends 
The     Consolidated    Balance 

Sheet 
The  Corporation  Calendar 
What   a   Corporation    Stock 

Certificate  Must  Show 
Legal  Rights  of  Bond  Hold- 
Possibilities   of   Legal   Com- 


Procedure     at     Corporation 

Meetings 
Dividends  and   their   Entry 

on  the  Books 
Makiiig  the  Accounting  In- 
vestigation Preliminary  to 

a  Consolidation 
Ten  Accounts  commonly  used 

in  Connection  with  Capital 

Stock 
How  to  Close  the  Books  of  a 

Corporation 
Entries     when    Salaries    are 

Paid  in  Stock 
Method   of   Handling    Bond 

Interest  Coupons 
Filing     the     Certi5cate     of 

Incorporation 
Incorporating  a    Partnership 
Detiiled  Procedure  in   Mak- 
ing a  Bond  Issue 
Two    Methods  of    Entering 

Donations  of  Stock 

Etc  .  Etc. 


St.,  New   York 

ng"      After  five  days' 


V:s^ 


O-  5  0)  «.®  s.  Sj:!  01  •  V 

«   o    ?*  3  C  «  i      ""  ^^ 
O^  3(UOo4'2«<0 


8  @  Just  a  Few  of  the  Wonders  in  Wonderland  ®  | 


The  Spirit  of  Christmas 

"     Re/ltcled  in  Thest  Lovely  T 


Tbc  Chi  S>mc«U< 

Overcoats  for  Little  Ch&p* 


^j;__lj 


THE  KINDS  OF  ADVERTISEMENTS       37 

interested  in  the  story  the  headlines  tell,  he  will 
read  the  details. 

To  get  a  clear-cut  idea  of  the  variations  of  the 
Mail  Order  style,  compare  the  Brodnax  advertise- 
ment, which  is  a  pure  Mail  Order  style,  with  the 
Eonald  Press  and  Liberty  Paper  examples. 

The  Liberty  Paper  Company  advertisement  is 
really  a  Forceful  Educational  advertisement  with 
a  coupon  for  a  direct  sale  by  mail  to  the  reader. 

THE  DEPARTMENT  STORE  STYLE 

Department  store  advertising  is  first  news  and 
then  educational.  It  is  news  because  every  store 
has  a  certain  following  of  readers  who  watch  the 
papers  for  announcements  of  bargains.  It  should 
be  educational  to  the  point  of  giving  good  reasons 
for  the  bargains. 

Nearly  every  department  store  has  its  own  style 
of  advertisement  building,  and  this  very  fact  dis- 
tinguishes it  from  other  stores.  A  great  deal  of 
character  and  distinction  can  be  obtained  from  the 
proper  selection  of  type  for  the  headings — even 
if  it  is  necessary  to  buy  a  special  series. 

There  is  a  pretty  general  opinion,  however,  that 
variety  is  an  essential  element  in  the  construction 
of  such  advertisements.    There  must  be  contrast 


38     TYPOGRAPHY  OF  ADVERTISEMENTS 

between  text  and  headings  and  also  contrast  be- 
tween prices  and  text.  Panels  of  odd  and  varied 
sizes  can  be  made  to  contrast  one  with  another  to 
produce  and  hold  attention. 

The  E.  H.  Macy  Co.  example  is  quite  well-built 
for  a  department  store  advertisement.  It  is  clean, 
interesting  to  look  upon  and  easy  to  read.  If  the 
compositor  had  been  able  to  use  type  all  of  one 
kind  and  size  for  the  division  subheadings,  the 
result  would  have  been  better. 

Department  store  advertisement  construction 
is  one  style  that  can  stand  being  made  over  into 
the  real  Forceful  Educational  style  with  good 
profit  to  the  advertiser.  Comparative  prices  are 
going  out  of  date.  People  want  facts  and  reasons 
for  buying,  and  the  department  store  must  sooner 
or  later  give  a  good  reason  for  bargains. 


CHAPTER  III 

CLASSIFICATION   OF   TYPE  FACES 

It  might  be  assumed  that  the  profession  which  had  created  so 
vast  a  demand  and  output  would  have  an  expert  knowledge  of 
the  principles  which  underlie  the  difficult  art  of  type-designing, 
but  the  fact  Ls  that  the  majority  of  those  whose  profession  it 
is  to  plan  advertisements  are  densely  ignorant  of  printing  types 
and  of  the  power  exercised  by  intelligent  type  compositions. 

^  Henry  Lewis  Bullen. 

If  there  is  a  reason  for  spending  money  for  ad- 
vertising this  reason  will  suggest  a  method  of  ap- 
proach. This  method  of  approach  will  determine 
the  style  of  advertisement  to  be  nsed.  If  the  type 
faces  are  properly  chosen  to  fit  the  style  of  ad- 
vertisement, determined  by  the  approach,  the 
advertisement  should  accomplish  its  purpose ;  pro- 
vided, of  course,  that  the  analysis  behind  the  ad- 
vertising campaign  and  the  publications  used 
were  correct. 

In  order  to  properly  instruct  the  mechanics 
handling  the  setting  of  the  type,  we  must  call  for 
type  faces  by  their  proper  names. 

I  have,  therefore,  shown  in  this  chapter  adver- 
tisements which  use  proper  types  for  each  of  the 

39 


Save  Money 
On  Your  Stove 


We  save  you  the  $5  to  S23  profit   the   stove   dealer 
charges  you.     Buy  direct  from  the  factory — save  the  middle- 
man's profit,  and  get  a  better  stove  for  less  money. 
You  can  seled  from  our  big  fadory  stock.    Shipment  prompt; 
freight  paid;  safe  delivery  guaranteed. 
A  Gold  Coin  Stove  or  Range  must  give  you  satisfactory  service  for  one  whole 
year — or  we'll  refund  your  money.   It  at///  give  you  splendid  service  for  many  years. 

BUSSEY'S 
Gold  Coin  Stoves  and  Ranges 

For  59  years,  we've  been  making  stoves  and  ranges.  Our  ex- 
perience and  large  output  enable  us  to  give  you  ^(ler  stoves  at 
lonjoer  prices. 

Gold  Coin  Stoves  contain  the  latest  improvements  <or  saving 
fuel  and  trouble,  and  are  well  made  throughout. 

VWrite  for  our  Big  Catalog  TODAY  or  call  at  our  Factory 


Ranges 
$25.up 
freight 
paid. 


Befort  you  buy  any  stove,  be  lure  to  see  onr 
stoves  and  our  prices.  Figure  the  savingi  Stoves 
are  shipped  all  polished,  ready  to  set  up.  We  set 
them  up  anywhere  in  Troy  or  vicinity,  without 
extra  cbarjfe. 

If  you  come  to  Troy  take  Oakwood  Ave. 
Sycaway  car  at  Union  Station  and  see  the  bic 
line  at  our  faiflory. 

The  Gold  Coin  Stove  Co. 

BUSSEY'S  FOUNDRY 
1 6  Oakwood  Ave.,  Troy,  N.Y. 


CLASSIFICATION  OF  TYPE  FACES       41 

several  styles  and  also  specimen  pages  of  the 
actual  tj^pe  faces.  In  some  cases  I  have  been  able 
to  show  all  the  sizes  that  are  made  in  that  series. 
In  other  cases  I  have  shown  as  many  sizes  as  was 
thought  advisable. 

Beside  one  line  of  each  size  on  the  type  speci- 
men pages  is  a  black  rule  line  which  shows  the 
difference  between  the  size  of  the  face  of  the  type 
and  the  body  of  the  type. 

In  the  chapter  ^'Putting  the  Advertisement  To- 
gether" I  give  an  outline  of  type  facts  for  use  in 
connection  with  handling  tlie  type  faces  discussed 
in  this  chapter. 

THE  FORCEFUL  EDUCATIONAL  STYLE 

Contrast  is  the  one  point  we  must  keep  in  mind 
when  building  this  style  of  advertisement. 

Cheltenham  Bold  for  the  headlines  and  Caslon 
Old  Style,  as  used  in  the  Bussey's  Stove  example, 
are  undoubtedly  the  best  faces  of  type  for  this 
style  of  advertisement.  There  are  types  that  are 
both  bolder  and  lighter  than  these,  but  these  seem 
to  produce  just  the  proper  contrast  for  force. 

Oftentimes  this  same  effect  is  produced  by 
using  the  Cheltenham  Bold  for  display  lines  with 
an  old  style  face  similar  to  that  shown  in  the 
Whitall  Tatum  advertisement,  shown  in  the  pre- 


CHELTENHAM  BOLD 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  |  The  telephonic  reception  and  ( 

of  messages  locally  offers  many  adva  fjUj^g  ^f  messages  locally  offers 
ntages  over  a  physical  handhng   by  ,  ,        . 

messenger,  but  these  advantages  will  "^^"y  advantages  over  a  physiC 

NOT  BE  FULLY  REAUZED  UNLES  AL  HANDLING  BY  MESSENG 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  loc  | 
ally  offers  many  advantages  over  a  physical  handling 
BY  MESSENGER,  BUT    THESE  ADVANTAGES 

Twelve  Point 

The  telephonic  reception  and  filing  of  messag  | 
ES  LOCALLY  OFFERS  MANY  ADVANTAG 

Fourteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES  LOCALLY  OFFERS  MA 

Eighteen  Point 

The  telephonic  reception  and  f  i  | 
LING  OF  MESSAGES  LOCAL 

Twenty-Four  Point 

The  telephonic  receptio  | 

N  AND  FILING  OF  ME 

Thirty  Point 

The  telephonic  REC  | 

Thirty-Six  Point 

The  telephONIC 


CASLON  OLD  STYLE 

Six  Point  Eight  Point 

The  telephonic  reception  and  filine  of  messa  |  The  telephonic  reception  and  fil  | 
ees  locally  offers  many  advantages  over  a  pbys  j^^^  ^f  messages  locally  offers  man 
ical  handling  by  messencer,  but  these  advanta  ,  i        •      i  i  n 

zcs  will  not  be  fully  realized  unless  in  any  ,iv       V  -advantages  over  a  physical  handl 

EN  ESTABLISHMENT  THERE  IS  SOME  SI  ING  BY  MESSENGER,  BUT, 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  off  I 
ers  many  advantages  over  a  physical  handling  by  messenger, 
BUT  THESE  ADVANTAGES  WILL  NOT  BE  FULL 

Twelve  Point 

The  telephonic  reception  and  filing  of  message  | 
S  LOCALLY  OFFERS  MANY  ADVANTA 

Fourteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES  LOCALLY  OFFERS  M 

Eighteen  Point 

The  telephonic  reception  and  fi  | 
LING  OF  MESSAGES  LOG 

Tw^enty-Four  Point 

The  telephonic  recep  | 
TION  AND  FILING 

Thirty  Point 

The  telephONIC  | 

Thirty-Six  Point 

The  telePHO 


"Third  Year 

and 

Good  as  Ever" 


When  you  buy  lawn  hose  remember  that 
you  pay  for  more  than  just  "hcse."  You 
are  investiiig  in  hose-service.  The  hose  that 
saves  you  money  on  a  "price"  basis  this  year 
costs  you  a  new  hose  next  year.  That  is  why  thou- 
sandshave  invested  InGoodyearLawnHose—thehose  with  the  rubberribs. 
Year  after  year  this  hose  gives  the  same  splendid  service.  Its  super-quality 
means  uninterrupted  utihty  when"on  tap"from  spring  to  fall.  Its  master 
construction  insures  against  the  wear  and  tear  that  wrecks  ordinary  hose. 


See  the  Ribs 


Six  durable  rubber  ribs  run  the  full 
length  of  Goodyear  Hose.  These  add  to 
the  "glide,"  as  well  as  absorb  the  jars  and 

knocks  as  hose  is  pulled 

about.  They  reduce 
friction  full  80  per  cent. 
And  they  prevent  twist- 
ing and  kinking.  You 
never  have  to  "un- 
ravel" this  hose. 


Quality 
Throughout 


Lawn  Hose 


This  hose  is  made  of  only  the  livest  rub- 
ber and  tested  braided  cotton.  Five  alter- 
nate plies  are  cured  into  one  solid  unit. 
Cracking  and  chipping  can't  happen.  The 
hose  won't  rot  when  exposed  to  the  elements. 

The  Goodyear  Tire  &  Rubber  Company,  Lawn  Hose  Dept.,  Akron,  Ohio 

Toranto,  Canada  London,  Englanii  Mexico  City.  Mexico 

Writ*  Ut  on  Anything  You  Want  in  Rubber  (1685) 


Year-in-and-year-out  service  proves  Good- 
year hose  ecoaomy.  And  service  is  what  ycu 
pay  for. 

How  to  Get  It 

You  will  know  Good- 
year Lawn  Hose  by  the 
famous  Goodyear  trade- 
mark on  every  foot. 

If  your  dealer  hap- 
pens to  be  out  of  Good- 
year Lawn   Hose,  just 
send  us  his  name.   We 
will  see   that    you  are 
supplied  immediately, 
by  express,  prepaid. 
Price  in  fifty-foot 
lengths:  Three-quarter-inch.  20  cents  a  foot; 
five-eighths-inch,  19  cents  a  foot;  one-half- 
inch,  18  cents  a  foot. 

We  recommend  the  five-eighths- inch.  You 
will  find  iw  size  and  weight  best  for  average 
use. 


OLD  STYLE  No.  15  AND  ITALIC 


Six  Point 

The  telephonic  reception  and  filing  of  | 
rr.sssages  locally  ofTers  many  advant- 
tLges  over  a  physical  handling  by  mes- 
senger, but  these  advantages  will  not 
be  fully  realized  unless  in  any  given 
establishment  the  work  is  definitely 
assigned  to  one  or  more  persons,  and 
is  handled  in  a  uniform  and  orderly 
MANNER.    WITH  A  PROPER  ARR 

Eight  Point 

The  telephonic  reception  and| 
iiling  of  messages  locally  offers 
many  advantages  over  a  physi- 
cal handling  by  messenger,  but 
these  advantages  will  not  be 
fully  realized  unless  in  any  given 
establishment  the  work  is  defi- 
NITELY  ASSIGNED  TO  ONE 

Ten  Point 

The  telephonic  reception  | 
and  fiHng  of  messages  locally 
offers  many  advantages  over 
a  physical  handling  by  mes- 
senger, but  these  advant- 
ages will  not  be  fully  real- 
IZED  UNLESS  IN  ANY 

Twelve  Point 

The  telephonic  recep-| 
tion  and  fiHng  of  mes- 
sages locally  offers 
many  advantages  over 
a  physical  handling  by 
messenger,  but  these 
ADVANTAGES  WIL 


Six  Point 
The  telephonic  reception  and  filing  of  \ 
messages  locally  offers  many  advantages 
over  a  physical  handling  by  messenger, 
but  these  advantages  will  not  be  fully 
realized  unless  in  any  given  establishment 
the  work  is  definitely  assigned  to  one  or 
more  persons,  and  is  handled  in  a  uni- 
form and  orderly  manner.  With  a  proper 
ARRANGEMENT  FOR  HANDLING 

Eight  Point 

The  telephonic  reception  and  filing  \ 
of  messages  locally  offers  many  ad- 
vantages over  a  physical  handling 
by  messenger,  but  these  advantages 
will  not  be  fully  realized  unless  in 
any  given  establishment  the  work 
is  definitely  assigned  to  one  or 
MORE    PERSONS,    AND    IS 

Ten  Point 

The  telephonic  reception  and\ 
filing  of  messages  ofers  many 
advantages  over  a  physical 
handling  by  messenger,  hut 
these  advantages  will  not  be 
fully  realized  unless  in  any 
GIVEN  ESTABLISHME 

Twelve  Point 

The  telephonic  reception\ 
and  filing  of  messages 
locally  offers  many  ad- 
vantages over  a  physical 
handling  by  messenger, 
hut  these  advantages  will 
NOT  BE  FULLY  RE 


The  Double  Target  Test 

77?^  Only  Headlight  Glass  That  Passes  It 


The  Double  Tarert  Test  U  ihe 
lest  ot  beadiieht  efficiency.     It  is  the  l>ea  test  for 
no  glare,  range  and  side-lifht. 

Only  one  headlight  glass  pass«  this  test — the 
Corning  Conaphore,  a  new  invention  manufac- 
tured by  the  Coraine  Glass  Works. 

How  the  Test  is  Made 

Two  targets  are  placed  on  ihc  road  in  front  of  a  car 

The  first  target  is  22  inches  high  and  10  feel 
from  the  car  Tlie  second  is  placed  beyond  the 
first  one,  30  feet  from  the  car  It  is  4,'i  feet  high 
and  a  hortzonial  line  is  drawn  across  it  42  inches 

The  intense  beam  from  fee  Coming  Conaphore 
tboots  over  the  first  target  and  completely  illumi- 
naies  the  second  target  below  the  42  inch  line. 

Other  beadUght  glasses  designed  to  prevent  glare, 
dump  the  light  right  injront  of  the  car,  completely 
Uhiroinating  the  first  target,  but  ih/owing  only  a 
fault  light  on  the  second  target 

Tiking  headlights  down  may  decrease  glare,  but 
u  also  decreases  range.    Tilting  wastes  your  light 

TTic  Coming  Conaphore  dte$  met  dump  the  re- 
flected light  in  from  of  the  car  where  it  is  not  needed, 
buishootsitoulinalow,wide,sxrongbeam    Iigives 
a  SOO-foot  range,  and  ample  side-ligbt,  with  no  glare. 
A  New  Headlight  Glass  Perfected 
byScienUsts 

The  Corning  Conaphore  has  a  smooth  outer 


surface  and  a  scries  of  patented  horizontal  corruga-  2-   C«.  «^i^ifc«  ^«.  »«  ^•|^^>  «k«  it^  ttai  emmttria*  " 

tions  and  c>-Iinders  on  the  inner  face   Itbcndsdowo  j^   fj^e,  f^a^  JlmJk7.  •<>  rim  m*  mtth  4nn  S  mi 

the  light  rays  and  shoots  them  out  in  a  long,  intense  ■«  ^o-  »■'»"■  •d^*™*  -«th^  eoad.co.L 

beam,  never  more  than  42  Inches  above  the  road,  *■   £".'^/.^'^'^*^^^''^;^';;;^.7Sfil^!SJ^  SlJlji 

which  has  wonderful  range  and  ample  side-light,  ».d  *«!.«. 

but   no  glare     TTie  Conaphore   gives   SOO-foot  *■  ^Sil^'i^rjiS.JT^w^ni'^r'"*''''*'*'***'**^ 

range,  and  ample  side-light,  with  no  glare 

In  response  to  a  general  demand  for  an  efficient  Made  in  Two  Kinds  o(  Glass 

ComingGlassWorksperfccted  the  Coming  Cona-  "o*'"''  Glau.     Clear  GUa  Cooaphorei  «e  equally  efi 

phor.    Th^CommeGUss  Works  is  Che  bre«.  STlScS'T^'Sf  r,S»'^'"w"3.f'No'^- ^"^ 

manufacturer  of  technical  glass  in  the  worid.    It  etimiiming  bick-eUrtand  pc^netntiae  log  uJ  dun.    W 

makes  most  of  the  signal  glass  used  on  American  « 
railroads-    The  facilities,  experience  and  reputation 
of  this  company  are  behind  ever>'  pair  of  Coming 

Conaphores,  .J-^ 

Noviol  Glass  Causes  Light  to  Pierce  Fog  ^^^^^ 

Coming  Conaphores  are  made  of  a  new  pat-  diunrteT  oi 

ented  glass — Noviol  Glass.    This  is  a  golden-tint  dealer*  now 

glass  which  gives  the  Corning  Conaphore  a  dis-  *"  today. 


HI  pmrai  bcadliehi  gUu.    All  |i 
Prie*  LiM 


Noviol  Glass  causes  the  beam  of  bght  to  pierce 
tog  or  dust,  and  eliminates  back-glare  II  makes 
the  green  along  the  roadside  stand  out  Noordmary 
headlight  glass  has  these  features.  Noviol  Glass 
is  controlled  by  the  Coming  Glass  Works. 


CORNINGGLASS  WORKS 

CONAPHORE  SALES  DIVISION 
111  Fon«  BailduA.  MtA  St.  ud  Mad.M«  Ar*..  NEW  YOlUi  OTt 


CORNING  CONAPHORE 


CLASSIFICATION  OF  TYPE  FACES       47 

ceding  chapter,  and  the  Goodyear  Lawn  Hose  ad- 
vertisement shown  here. 

Some  advertisers  use  the  Caslon  Bold  for  dis- 
play lines  in  connection  with  the  Caslon  Old  Style 
for  the  reading  matter,  as  shown  by  the  Corning 
Glass  Works  example.  This  is  perhaps  better 
harmony,  but  the  contrast  between  the  subhead- 
ings and  the  reading  matter  is  not  as  strong  as  it 
could  be,  and  as  it  is  used  in  the  Bussey's  Stove 
example. 

The  use  of  Cheltenham  Bold  for  headlines  in 
connection  with  Cheltenham  Old  Style  for  body 
matter  produces  practically  the  same  effect  and 
the  same  color  values  as  the  use  of  the  Caslon 
Bold  with  Caslon  Old  Style. 

However,  there  are  some  cases  when  a  type  for 
body  matter  that  is  a  trifle  heavier  than  Caslon 
should  be  used.  The  Neolin  advertisement  is  one 
of  these  cases.  This  advertisement  allows  suffi- 
cient space  around  the  reading  matter  to  make  the 
Cheltenham  Wide  used  look  much  better  than  a 
lighter  face. 


CASLON  BOLD 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  |  The  telephonic   reception  and  | 

messages  locallyofiFers  many  advantages  ^jj^jg  ^f   messages    locally   offers 

over  a  physical  handling  by  messenger,  j         ^    ^                        «u    .,:««£ 

^          ,      ^  _        .,,      ,.     r  ,,  many  advantages  over  a  physical 

but  these  advantages  will  not  be  fully  re  '                  ^   „             ^^J,^l,^« 

ALIZED  UNLESS  IN  ANY  GIVEN  HANDLING  BY  MESSENGE 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  local  | 
ly  offers  many  advantages  over  a  physical  handling 
BY  MESSENGER,  BUT  THESE  ADVANTAGE 

Twelve  Point 

The  telephonic  reception  and  filing  of  messa  | 
GES  LOCALLY  OFFERS  MANY  ADV 

Fourteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES  LOCALLY  OFFERS 

Eighteen  Point 

The  telephonic  reception  and  | 
FILING    OF    MESSAGES 

Twenty-Four  Point 

The  telephonic  recept  | 
ION  AND  FILING 

Thirty  Point 

The  telePHONIC  | 

Thirty-Six  Point 

The  telEPHO  I 


CASLON  BOLD  ITALIC 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  mes  |         The  telephonic  reception  and  filing  I 

sages  locally  offers  many  advantages  over  a  ^r  ^ ^„_    i        ii       jt  j 

,,.,,,,..  ,       ,  of  messages  locally  offers  many  ad 

Physical  handltng  by  messenger,  but  these 

advantages  will  not  be  fully  realized  unless  ^^^tages  OVer   a   physical   handling 

IN  ANY  GIVEN  ESTABLISHMENTS  BY  MESSENGER,  BUT  THESE 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  \ 
offers  many  advantages  over  a  physical  handling  by  mes 
SENGER,  BUT  THESE  ADVANTAGES  WILL  NO 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  \ 
LOCALLY  OFFERS  MANY  ADVANTAGES 

Fourteen  Point 

The  telephonic  reception  and  filing  of  \ 
MESSA  GES  LOCALE  Y  OFFERS  MA 

Eighteen  Point 

The  telephonic  reception  and  fili  \ 
NO  OF  MESSAGES LOCALL 

Twenty-Four  Point 

The  telephonic  reception  \ 
AND  FILING  OF  ME 

Thirty  Point 

The  telephONIC  R  \ 

Thirty-Six  Point 

The  telepHONI  I 


CASLON  OLD  STYLE  ITALIC 

Six  Point  Eight  Point 

The  telephonic  reception  and  filine  of  messaees  h  I  The  telephoTllC  recept'lOTl  and  filing   \ 

tally  offers  man,  advantaees  over  a  physical  hand  ^J-  ^^SSageS  locally  offer S  many  ad^'O 
line  by  messenger,   but  these  advantages  will  not  ^  i       •       i   i         jr  i 

.       ,     .     ,  .  ... ,  antages  o^-ver  a  physical  handling  b 

be  fully  reali^d  unless  in  any  gtven  establishment  *=•  -^    "^  ° 

THERE  IS  SOME  BUSINESS  THAT  GAINS        ^  MESSENGER,  BUT  THESE  A 

Ten  Point 

The  telephonic  reception  and  fling  of  inessages  locally  offers  many  \ 
advantages  over  a  physical  handling  by  messenger,  but  these  advan 
TJGESWILLNOTBE  FULLY  REALIZED  UNLESS 

Twelve  Point 

The  telephonic  reception  and  Jiliyig  of  7nes  sages  local  I  \ 
r  OFFERS  MANY  ADVANTAGES  OVER 

Fourteen  Point 

The  telephonic  reception  and  filing  of  mess  \ 
AGES  LOCALLY  OFFERS  MANY 

Eighteen  Point 

The  telephonic  reception  and  filin  \ 
G  OF  MESSAGES  LOCAL 

Twenty-Four  Point 

The  telephonic  reception  \ 
AND  FILING  OF  M 

Thirty  Point 

The  telephonic  RE  \ 

Thirty-Six  Point 

The  tekpHONI\ 


CHELTENHAM  OLD  STYLE 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  messages  I  The  telephonic    receprion    and    filing  | 

locally  offers  many  advantages  over  a  physical  ^^  messages  locally  offers  many  advan 

handling  by  messenger,  but  these  advantages  .  i      •      i  i         n-       i 

...         ,     ,  „         111-  lages  over  a  physical  handling  by  mes 
will  not  be  fully  realized  unless  m  any  given  ^  ^    ■'  °     ■' 

ESTABUSHMENT  THERE  IS  SOME      SENGER.  BUT  THESE  ADVA 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  offers  many  | 
advantages  over  a  physical  handling  by  messenger,  but  these  adva 

NTAGES  WILL  NOT  BE  FULLY  REALIZED  UNLES 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 

OFFERS  MANY  ADVANTAGES  OVER  A  PH 

Fourteen  Point 

The  telephonic  reception  and  filing  of  messag  | 

ES  LOCALLY  OFFERS  MANY  ADV 

Eighteen  Point 

The  telephonic  reception  and  filing  | 

OF  MESSAGES  LOCALLY  O 

Twenty- Four  Point 

The  telephonic  reception  and  | 

FILING  OF  MESSAGES 

Thirty  Point 

The  telephonic  RECE  | 

Thirty-Six  Point 

The  telePHONIC 


n  eg]  i  n 

Better  than  Leather 


Neolin  Soles  Save 
Wet-Foot  Colds 

The  skies  are  dripping  ernd  the  pavements 
splashing  and  your  leather  soles  sop 
water  up ! 

But  why  leather  soles  anyway?  Why  wet- 
foot  colds  at  ail  when  Neolin  soles  are 
waiting  for  you  ? 

Neolin  soles,  which  are  waterproof  soles 
—  winterproof  soles  —  snugfoot  soles  — 
and  better  cold  protection  than  woolen 
underwear ! 

Neolin  soles  which  make  waterproof  qual- 
ity a  sole  standard — and  add  a  comfort 
standard  —  a  wear  standard,  and  a 
modem  appearance  standard  of  their 
own. 

For  Neolin  soles  are  flexible  and  velvet-feel- 
ing soles,  broken  in  from  the  minute  they 
touch  your  foot.  Soles  that  often  double 
sole-wear  possibilities  for  you.  Soles 
that  hold  shoe-shape  and  shoe-looks 
long  after  many  leather  soles  have  flunked 
and  departed.  Soles  that  in  ^black  or 
white  or  tan  look  as  modem  as  they  are. 
Soles  that  save  shoe-bills  for  women  £is 
for  their  husbands  and    their   children. 

Remember:  NeSlin  is  neither  rubber  nor 
leather,  but  is  a  new  wear-material.  At 
most  dealers  and  shoe  repairers.  And 
to  avoid  imitations — mark  that  mark; 
stamp  it  on  your  memory:  Deolin — 

—  Me  trade  sumhol  for  a  changelai  quality  product  of 

The  Goodyear  Tire  &  Rubber  Company 

Akron,  Ohio 


CHELTENHAM  WIDE 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  |  The  telephonic  reception  and  fil  | 

messages  locally  offers  many  advantages  j^g  ^f  messages  locally  offers  ma 
over  a  physical  handling  by  messenger,  ,  i        •      i  i 

but  these  advantages  will  not  be  fully  re  "^  advantages  over  a  physical  ha 

ALIZED   UNLESS   IN  ANY  GIVEN  NDLING  BY  MESSENGER,  BU 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
offers  many  advantages  over  a  physical  handling  by  me 

SSENGER.  BUT  THESE  ADVANTAGES  WILL  NOT 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  | 
LOCALLY  OFFERS  MANY  ADVANTAGES 

Fourteen  Point 

The  telephonic  reception  and  filing  of  m  | 
ESSAGES  LOCALLY  OFFERS  MAN 

Eighteen  Point 

The  telephonic  reception  and  fili  | 

NG  OF  MESSAGES  LOCALL 

Twenty-Four  Point 

The  telephonic  reception  | 

AND  FILING  OF  MESS 

Thirty  Point 

The  telephonic  REC| 

Thirty-Six  Point 

The  telePHONIC 


CHELTENHAM  OLD  STYLE  ITALIC 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  mess  \  The  telephonic  reception  and  filing  \ 

ages  locally  offers  many  advantages  over  ap  ^j  messages   locally  offers  many  ado 

hysical  handling  by  messenger,  but  these  ad  i       •      i    i        ji-         i 

.„     \  L    r  II        I-    J      I      ■  antages  over  a  physical  handling  by 

vantages  Will  not  be  fully  realized  unless  m  °                       '^   ^                             a      ^ 

ANY  GIVEN  ESTABLISHMENT  TH       MESSENGER,  BUT  THESE  A 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  ojffers  | 
many  advantages  over  a  physical  handling  by  messenger,  but  th 
ESE  ADVANTAGES  WILL  NOT  BE  FULLY  RE  A  LI 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  locally  \ 
OFFERS  MANY  ADVANTAGES  OVER  A  P 

Fourteen  Point 

The  telephonic  reception  and  filing  of  messa  \ 
GES  LOCALLY  OFFERS  MANY  AD 

Eighteen  Point 

The  telephonic  reception  and  filing  \ 

OF  MESSAGES  LOCALLY  O 

Twenty-Four  Point 

The  telephonic  reception  and  \ 

FILING  OF  MESSAGES 

Thirty  Point 

The  telephonic  RECE\ 

Thirty-Six  Point 

The  telephonic  RE\ 


CLASSIFICATION  OF  TYPE  FACES       55 

If  the  reader  will  keep  in  mind  the  idea  that 
there  must  be  contrast  between  headlines  and 
body  matter,  and  at  the  same  time  harmony  of 
design  in  the  types  used  for  both,  he  will  be  able 
to  work  out  more  combinations. 

The  Corning  Glass  Works  advertisement  uses 
italic  type  to  good  advantage,  while  the  Caslon 
Italic  for  the  subheadings  in  the  Hudson  adver- 
tisement is  not  in  keeping  with  the  rest  of  the  ad- 
vertisement. 

The  chief  fault  with  Forceful  Educational  ad- 
vertisements is  the  use  of  three  or  more  type 
faces,  whereas  two  type  faces  are  sufficient— one 
for  bold  lines  and  one  for  the  light-toned  read- 
ing matter,  both  related  in  design  where  pos- 
sible. 

Cheltenham  Bold  for  the  subheadings  in  the 
Hudson  advertisement  would  have  been  just  as 
strong,  much  more  pleasing,  and  in  harmony  with 
the  rest  of  the  type  faces  used. 

THE  PASSIVE  EDUCATIONAL  STYLE 
The  J.  L.  Mott  Iron  Works  advertisement 
shown  in  the  previous  chapter  is  set  in  Caslon  Old 
Style,  which  is  a  good  type  face  for  making  a 
clean-cut,  easy-to-read  statement  such  as  is  re- 
quired by  this  class  of  copy. 


CHELTENHAM  BOLD  ITALIC 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  \        The  telephonic  reception  and  \ 

of  message,  locally  offers  many  adv  f-f-^^  ^f  messages  locally  offer 
antages  over  a  physical  handling  b  ,  ■ 

t   ,  ,1  J       *  s  many  advantages  over  a  pny 

y  messenger,    but  these  advantages  -^  "  w-    ^ 

WILL  NOT  BE  FULLY  REALIZED       SICAL  HANDLING  BY  MESS 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  I 
locally  offers  many  advantages  over  a  physical  ha 
NDLING  BY  MESSENGER,  BUT  THESE  ADVA 

Twelve  Point 

The  telephonic  reception  and  filing  of  messa  I 
GES  LOCALE  Y  OFFERS  MANY  ADV  ANT 

Fourteen  Point 

The  telephonic  reception  and  filing  of\ 
MESSAGES  LOCALLY  OFFERS  M 

Eighteen  Point  , 

The  telephonic  reception  and  \ 
FILING  OF  MESSAGES  LO 

Twenty-Four  Point 

The  telephonic  receptio\ 

N  AND  FILING  OF  M 

Thirty  Point 

The  telephoNIC  RE\ 

Thirty-Six  Point 

The  telePHOm 


How  Hudson  Super-Six 
Saved  the  Six 

A  Review  of  the  Crisis  in  Motordom 

Only  engineers  knew  it,  but  a  year  ago  a  crisis  impended  in  Motor- 
dom. The  light-weight  Six-long  the  favorite  type-seemed  wan- 
ing in  popularity.  The  trend  was  toward  Eights  and  Twelves- 
It  appeared  for  a  time  that  certain  limitations  might  force  the  Six 
out  of  the  field.  Note  how  the  Super-Six  reversed  that  condition. 


For  yeara  the  Light  S'lx  was  the 
leading  type.  Hudson  was  its  fore- 
most exponent. 

It  was  so  much  smoother  than 
former  t^-pes  that  enthusiasts  called 
it  finality 

But    it    never    fulfilled    expecta- 

bration.  It  won  hardly  a  record. 
About  every  performance  record 
that  counted  — save  a  few  won  by 
held   by  Foiits. 


motor  vibration.  And  they  set  out  to 
remedy  it  in  a  new,  mathematical 

In  June  they  applied  for  a  pat- 
ent. In  December  the  patent  was 
granted.  It  gave  Hudson  control 
of  a  basic  invention  which  solved 
the  problems  better  than  anyone 
had  dreamed. 


; -performing  all  rival  < 


Hudson  Super-Six. 


Not  Like  Other 
Sixes 


Rameses. 

A  very  peculiar 
cigarette.  You 
may  not  like  it. 

But  be  very  sure 
that  you  will 

form  a  strong  and 
definite  opinion  one 
way  or  the  other. 

The  reason  for  the 
constant  changing 
in  brands  among 
cigarette  smokers  is 
a  certain  soft  neu- 
trality of  flavor 
characteristic  of 
most  varieties.  The 
only  variation  in  placid 
mediocilty  is  on  the  box. 

If  almost  any  decent 
brand  sat^fies  you,  you 
probably  will  not  care 
for  Rameses,  **The 
Aristocrat  of  Cigarettes." 

But  if  you  are  seeking  a 
very  definite  and  dis- 
tinctive cigarette,  unlike 
others — unforgettable — 
the  one  cigarette  for 
your  personal  and  indi- 
vidual taste— then  you 
are  conaing  to  Rameses. 

Soon. 

Remember,Nobody  ever 
changes  from  Rameses. 


STEPHANO  BROS.,  iNa 
Philadelphia 


CLASSIFICATION  OF  TYPE  FACES        59 

The  fact  that  the  Passive  Educational  Style  of 
advertisement  is  headingless  and  stands  alone 
often  requires  a  more  sturdy  type  face  than  Cas- 
lon  Old  Style,  and  yet  not  as  strong  as  the  Caslon 
Bold  face  shown  in  the  Rameses  cigarette  exam- 
ple. In  cases  of  this  kind  I  use  Bookman  Old 
Style,  which  is  an  excellent  type  face  of  uniform 
color — neither  too  bold  nor  too  light. 

Cheltenham  Medium  is  a  trifle  heavier  than 
Bookman  and  can  be  used  for  the  same  purposes. 
Some  readers  do  not  like  the  roundness  of  the 
Bookman  letters.  They  want  a  more  pointed 
type.  Then  I  suggest  Scotch  Roman,  which  is 
shown  in  the  Packard  example. 

Both  the  Bookman  and  the  Scotch  Roman  have 
a  sturdy  dignity  that  is  very  pleasing  to  men. 

When  Bookman  is  unobtainable  use  Chelten- 
ham Wide,  which  is  similar.  When  Scotch 
Roman  is  unobtainable  use  Bodoni;  Scotch  Ro- 
man is  so  similar  to  Bodoni  that  i  have  often 
used  it  wdth  Bodoni  Bold  for  display  because  of 
the  lack  of  another  suitable  bold  letter  to  \/ork 
with  the  Scotch  Roman. 

The  Kolynos  advertisement  shown  in  the  pre- 
ceding chapter  is  set  in  Bodoni  Bold  which  is 
about  as  bold  as  any  Passive  Educational  adver- 
tisement should  be  set. 


BOOKMAN  OLD  STYLE 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  |  The  telephonic  reception  and  fil  | 

of  messages  locally  offers  many  adva  j^g  q^  messages  locally  offers  ma 

ntages  over  a  physical  handling  by  ,          ^                                     ,        •      i 

.         ,            ,       ^             .  ny   advantaeres    over   a   physical 

messenger,  but  these  advantages  wi  -^                       ^                             t-    j 

LL  NOT  BE  FULLY  REALIZED  UN  HANDLING  BY  MESSENGER 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
offers  many  advantages  over  a  physical  handling  by  mes 
SENGER,  BUT  THESE  ADVANTAGES  WILL  NO 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  | 
LOCALLY  OFFERS  MANY  ADVANTAGE 

Fourteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES  LOCALLY  OFFERS  MA 

Eighteen  Point 

The  telephonic  reception  and  | 
FILING    OF    MESSAGES    L 

Twenty-Four  Point 

The  telephonic  race  | 
FTION  AND  FILI 

Thirty  Point 

The  telephonic  RE| 

Thirty-Six  Point 

The  TelEPHOI 


CHELTENHAM  MEDIUM 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  |       The  telephonic    reception  and  I 

messages  locally  offers  many  advantages        filing   of  messages  locally   offers 

over  a  physical  handling  by  messenger,  j  i,    _  ^    „    ^i,.,„: 

,  .  .„      ,  ,      ,  „  many  advantages  over  a  physi- 

but  these  advantages  will  not  be  fully  /  °  n/iirccr 

REALIZED  UNLESS  IN  ANY  GIVEN  CAL    HANDLING    BY  MESSE 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
offers  many  advantages  over  a  physical  handling  by 
MESSENGER,  BUT  THESE  ADVANTAGES  WILL 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  | 
LOCALLY    OFFERS    MANY   ADVANTAGES 

Fourteen  Point 

The  telephonic  reception  and  filing  of  { 
MESSAGES  LOCALLY  OFFERS  MANY 

Eighteen  Point 

The  telephonic  reception  and  fil  | 
ING  OF  MESSAGES  LOCALLY 

Twenty-Four  Point 

The  telephonic  reception! 
AND  FILING  OF  MESSA 

Thirty  Point  ^^ 

The  telepHONIC  RE  | 

Thirty-Six  Point 

The  TelePHONI 


^  ^ 


isii^iitll 


The  "little  fellow"-as  well 
the  big  business  man— finds 
Packard  silent,  chainless  trucks 

the  cheapest  to  own  and  operate.  Built 
in  seven  sizes,  with  fifty  body  types  to 
choose  from,  the  Packard  line  alone 
offers  the  one  economical  truck  for 
every  hauling  task.  Shock-proof  design 
makes  them  ten  year  investments. 
Their  improved  motors  get  more  power, 
even  from  low-test  gasoline.  Worm- 
drive  uses  all  this  power,  cuts  up-keep, 
saves  wear  and  tear.  Fitness!  Econ- 
omy!    Ask  the  man  who  owns  one. 


SCOTCH   ROMAN 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  |  The  telephonic  reception  and  | 
of  messages  locally  offers  many  advan  ^jj^^g  ^f  messages  locally  offers 
tages  over  a  physical  handling  by  mes  j        i.  u      •      i 

senger.  but  these  advantages  will  not  "^^"^  advantages  over  a  physical 
BE  FULLY  REALIZED  UNLESS  IN  HANDLING  BY  MESSENGE 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  off  | 
ers  many  advantages  over  a  physical  handling  by  messenger, 
BUT  THESE  ADVANTAGES  WILL  NOT   BE    FULLY 

Twelve  Point 

The  telephonic  reception  and  fihng  of  messag  | 
ES    LOCALLY    OFFERS    MANY  ADVA 

Fourteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES    LOCALLY    OFFERS 

Eighteen  Point 

The  telephonic  reception  and  | 
FILING  OF  MESSAGES  L 

Twenty-Four  Point 

The  telephonic  recepti  | 
ON  AND  FILING  O 

Thirty  Point 

The  TelEPHONI  | 

Thirty-Six  Point 

The  TelEPHO 


SCOTCH  ROMAN  ITALIC^ 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  \  The  telephonic  reception  and  filing  \ 

of  messages  locally  offers  many  adva  ^y  ^gggages  locally  offers  many  ad 
ntages  over  a   physical  handling  by  i      •      j  i        7j- 

messenger,  but  these  advantages  trill  vantages  over  a  physical  handling 

NOT  BE  FULLY  REALIZED  UNLE  BY  MESSENGER,   BUT  THE 

Ten  Point 

The  telephonic  reception  and  JiUng  of  messages  locally  offers  \ 
many  advantages  over  a  physical  handling  hy  messenger,  hut  the 
SB  ADVANTAGES  WILL  NOT  BE  FULLY  REALIZED 

Twelve  Point 

The  telephonic  i^eception  and  jiUng  of  messages  \ 
LOCALLY  OFFERS  MANY  ADVANT 

Fourteen  Point 

The  telephonic  reception  and  filing'  of\ 
MESSAGES  LOCALLY  OFFE 

Eighteen  Point 

The  telephonic  reception  and  \ 
FILING  OF  MESSAGE 

Twenty-Four  Point 

The  telephonic  recepti  \ 
ON  AND  FILING 

Thirty  Point 

The  telepHONIC  \ 

Thirty-Six  Point 

ThetelepHON\ 


CLASSIFICATION  OF  TYPE  FACES        65 

Bodoni  is  made  in  what  is  known  as  a  family 
as  well  as  in  series.  A  family  is  a  variation  of 
the  same  design  of  letter,  such  as  Bodoni,  Bodoni 
Bold,  Bodoni  Italic,  Bodoni  Bold  Italic,  etc.  Chel- 
tenham is  made  in  a  family — the  largest  type 
family  ever  designed. 

The  Bodoni  is  shown  in  the  Lowney's  Cocoa 
advertisement  and  the  Bodoni  Italic  is  shown  in 
the  K.  N.  &  K.  advertisement.  The  Lowney's  ex- 
ample is  really  a  Forceful  Educational  advertise- 
ment and  does  not  come  under  this  heading,  but 
I  have  been  unable  to  find  the  Bodoni  used  in  a 
Passive  Educational  advertisement,  due  no  doubt 
to  the  fact  that  the  series  has  not  had  a  very  wide 
use  up  to  this  time. 

Bookman  is  seldom  used  for  body  matter  un- 
less well  spaced. 

The  border  in  The  Mutual  Motors  Company  ad- 
vertisement is  so  heavy  that  a  lighter  face  type 
than  the  Bookman  would  make  the  border  stand 
out  too  much.  As  it  is  handled  this  face  relieves 
the  force  of  the  border. 

There  are  any  number  of  bold  types  and  any 
number  of  hght  face  types  that  can  be  used  for 
the  makeup  of  the  Passive  Educational  style. 
Few,  however,  are  as  useful  and  as  easily  read  as 
Caslon  Old  Style.     Cheltenham  Bold  and  Bodoni 


BODONI 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  mes  |  The  tclephonic  reception  and  fi  | 
sages  locally  oflfers  many  advanUges  over  a  j.^  ^^  mCSSagCS  locally  oflfcrs  m 
physical  handling  by  messenger,  but  these  °  i         .       i 

advanuges  will  not  be  fuUv  realized  unless       ^ny  advantages  over  a   physical 

IN  ANY  GIVEN  ESTABLISHMENT  THE         HANDLING  BY  MESSENGER, 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
offers  many  advantages  over  a  physical  handling  by  mes 
SENGER,  BUT  THESE  ADVANTAGES  WILL  NOT  BE 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  | 
LOCALLY  OFFERS  MANY  ADVANTAGES  OV 

Fourteen  Point 

The  telephonic  reception  and  filing  of  mess  | 
AGES  LOCALLY  OFFERS  MANY  ADVAN 

Eighteen  Point 

The  telephonic  reception  and  filing  | 
OF  MESSAGES  LOCALLY  OFFE 

Twenty-Four  Point 

The  telephonic  reception  a  | 
ND  FILING  OF  MESSAGE 

Thirty  Point  

The  telephoNIC  REC  | 

Thirty-Six  Point 

The  telephONIC  R 


What  cocoa  for  children— 
who've  tired  of  plain  milk? 


Surely  not  an  unknown 
"paper  bag"  or  cheapened 
canned  cocoa — which  may  be 
way  below  par  in  nutritive 
butter  fats.  Such  cocoas  — 
robbed  of  their  nutritive  ele- 
ments— are  common  on  the 
market.  Surely  not  a  cocoa 
which  is  too  "rich"  for  children 
to  digest  —  though  grown-ups 
may  like  it.  Rather  a  balanced 
cocoa  like  Lowney's  in  which 
a  Good  Housekeeping  analysis 
found  25.92^^  nutritive  butler 
fats — a  percentage  proved  to  be 


neither  too  rich  nor  too  "lean" 
for  children. 

Each  nourishing  cup  of 
Lowney's  Cocoa  you  serve  is 
madewith  milk, so  yourchildren 
get  their  milk  after  all,  made 
tempting  by  the  delicious 
Lowney  true-cocoa  flavor. 

We  need  hardly  add  that 
Lowney's  Cocoa  meets  the 
Government  standard.  Dr. 
Wiley's  and  the  Westfield 
standards   of  purity   in   foods. 


At 

Grocers 


In  flavor-tight  tins 
10c  to  50c  sizes 


BODONI  ITALIC 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  me  |  J/jg  telephonic  reception  and  fi  \ 

ssages  locally  offer,  many  advantages  over  ^.  ^^   meSSagCS     locally  offcTS 

a  physical  handling  by  messenger,  but  these 

advantages  .'ill  not  be  fully  realized  unless  ^nany   advantages   OVCT  a  phySlC 

IN  ANY  GIVEN  ESTABLISHMENT  THE  AL  HANDLING  B  Y  MESSENG 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  \ 
offers  many  advantages  over  a  physical  handling  by  mes 
SENGER,  BUT  THESE  ADVANTAGES  WILL  NOT  B 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  | 
LOCALLY  OFFERS  MANY  ADVANTAGES  OV 

Fourteen  Point 

The  telephonic  reception  and  filing  of  mess  | 
AGES  LOCALLY  OFFERS  MANY  ADVAN 

Eighteen  Point 

The  telephonic  reception  and  filing  \ 
OF  MESSAGES  LOCALLY  OFFER 

Twenty-Four  Point 

The  telephonic  reception  a  | 
ND  FILING  OF  MESSAGE 

Thirty  Point 

The  telephONIC  REC\ 

Thirty-Six  Point 

The  telePHONIC  I 


THE  funds  for  your 
journey  will  be  carried 
with  the  greatest  safety  and 
convenience,  if  you  secure 

K,  N.  &  K. 

Travelers^  Checks 

from  your    banker   before 
you  leave. 

In  denominations  of  10, 
20,  50  and  100  dollars  at 
a  cost  of  50  cents  for  100 
dollars^  worth. 

New  York 


BODONI  BOLD 

Six  Point  Eight  Point 

The  telephonic  reception  and  fiUng  of  |      The  telephonic  reception  and  j 

messages  locaUy  offers  many  ad.antagea  ^^  ^^  meSSagCS  locallv  oflFcrS 
over  a  physical  handling  by  messenger,  ^  ^  i         .       i 

but  these  advantages  will  not  be  fully  re  many  advantages  ovcr  physical 
ALIZED  UNLESS  IN  ANY  GIVEN  ESTA        HANDLING  BY  MESSENGER 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  loca  | 
lly  offers  many  advantages  over  a  physical  handling 
BY  MESSENGER,  BUT  THESE  ADVANTAGES  WIL 

Twelve  Point 

The  telephonic  reception  and  filing  of  messag  | 
ES  LOCALLY  OFFERS  MANY  ADVANTAGES 

Fourteen  Point 

The  telephonic  reception  and  filing  of  m  | 
ESSAGES  LOCALLY  OFFERS  MANY  AD 

Eighteen  Point 

The  telephonic  reception  and  fi  | 
LING  OF  MESSAGES  LOCALLY 

Twenty-Four  Point 

The  telephonic  reception  | 
AND  FILING  OF  MESSA 

Thirty  Point  

The  Telephonic  RE  | 

Thirty-Six  Point 

The  TelEPHONI 


BODONI    SHADED 

Eight  Point 

The  telephonic  reception  and  filing  of  messages  local  | 
ly  offers  many  advantages  over  a  physical  handling  by 
MESSENGER,  BUT  THESE  ADVANTAGES  WILL  NOT  BE 


The    telephonic   reception   and  filing   of  messages  ) 
locally  offers  many  advantages  over  a  physical  hand 

LING  BY  MESSENGER,  BUT  THESE  ADVANTAG 

Twelve  Point 

The      telephonic      reception     and     filing     of| 
MESSAGES       LOCALLY       OFFERS       MANY 

Fourteen  Point 

The      telephonic      reception      and      fil  I 
ING        OF        MESSAGES        LOCALLY 

Eighteen  Point 

The    telephonic    reception    and  I 
FILING   OF   MESSAGES   LOCA 

Twenty-four  Point 

The  telephoiiic  jreceptioml 
AND  FILING  OF  MESSA 

Thirty  Point 


Thirty-six  Point 


The  TelEPHON 


Seven  Passenger  $1185 

If  you're  thinking  of  a  five  passenger  car  in  the 
neighborhood  of  $1000  to  $1100,  you  will  want 
to  consider  the  MARION-HANDLEY  Seven 
Passenger  Six  at  $1185. 

You  maintain  a  MARION-HANDLEY  on  a 
five  passenger  expense,  while  you  get  the  com- 
fort, enjoyment  and  broader  service  of  a  Seven. 

And  the  Family  car  should,  by  all  means,  be 
a  seven  passenger.  Even  tho  you  can  squeeze 
your  family  into  a  five  you  want  a  seven  because 
you  have  friends  and  relatives  whom  you  wish 
to  entertain.  It  is  just  as  embarrassing  to  be 
crowded  for  automobile  space  as  it  is  to  be  with- 
out a  spare  bed  room. 

You  are  not  carrying  around  bulk,  and  weight; 
you  are  not  eating  up  tires,  gasoline  and  oil  when 
the  car  is  only  required  as  a  Five,  But  when 
you  want  seven  passenger  capacity,  you  have  it 
in  comfort  and  with  no  increased  expense. 

And  when  you  can  maintain  a  Marion-Handley 
Seven  at  the  price  of  a  five,  why  have  a  five? 

In  beauty,  refinements,  finish  and  power  the 
MARION-HANDLEY  is  unsurpassed  by  any 
six  under  $1500.  That's  why  we  call  it  the  "six 
pre-eminent." 

Write  for  further  particulars  and  name  of  dealer. 
J.  I.  HANDLEY.  Pres. 
THE  MUTUAL  MOTORS  COMPANY,  Jackson,  Mich. 


mmmmim 


CLASSIFICATION  OF  TYPE  FACES        73 

Bold  are  about  as  bold  as  the  Passive  Educational 
style  will  stand. 

So  much  for  type  faces  that  appeal  to  men. 

When  we  appeal  to  women  we  must  be  more 
'' fussy  ^'  about  the  type  we  use. 

Caslon  Old  Style,  of  course,  knows  no  gender 
in  its  usefulness,  and  is  a  delicate,  modest  type 
in  which  to  dress  an  appeal  to  women. 

Let  us  suppose,  however,  that  we  want  some- 
thing more  fancy  than  Caslon  Old  Style  and  yet 
not  much  heavier  in  tone.  The  Kennerly  series 
will  do  in  that  case  very  nicely. 

If  something  more  fancy  as  well  as  a  trifle 
more  condensed  is  desired,  use  Cloister  Old  Style. 
Of  course,  Cloister  Old  Style  is  harder  to  read, 
yet  sometimes  it  is  imperative  to  sacrifice  legibil- 
ity for  particular  effect.  The  ''Banking"  clip- 
ping is  set  in  Cloister  Old  Style. 

The  Delia  Eobbia  shown  in  the  Tecla  Pearls 
advertisement  is  widely  used  for  appealing  to 
women.  It  is  easier  to  read  than  the  Cloister.  It 
has  one  draw-back,  however.  There  is  no  italic 
made  to  match  perfectly — no  Delia  Eobbia  Italic. 
Cheltenham  Old  Style  Italic  as  used  in  the  Tecla 
advertisement  looks  well  with  it,  but  not  well 
enough. 


KENNERLEY 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  offers  | 
many  advantages  over  a  physical  handling  by  messenger,  but 
these  advantages  will  not  be  fully  realized  unless  in  any  given 
ESTABLISHMENT  THERE  IS  SOME  BUSINESS  THAT 

Twelve  Point 

The  telephonic  reception  and  fiHng  of  messages  lo  | 
cally  offers  many  advantages  over  a  physical  handl 
ING  BY  MESSENGER,  BUT  THESE  ADVANT 

Fourteen  Point 

The  telephonic  reception  and  filing  of  mess  | 
ages  locally  offers  many  advantages  aver  a 
PHYSICAL  HANDLING  BY  MESSENGE 

Eighteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES  LOCALLY  OFFERS  MA 

Twenty-Four  Point 

The  telephonic  reception  | 
AND  FILING  OF  MESS 

Thirty  Point  

The  telep  RECEP  | 

Thirty-Six  Point 

The  teleph  REG  | 


KEHHERLET  ITALIC 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  local  | 
ly  offers  many  advantages  over  a  physical  handling  b)> 
messenger,  hut  these  advantages  will  not  he  fully  real 
IZED  UNLESS  m  AKY  GIVE?i  ESTABLISH 

Fourteen  Point 

The  telephonic  reception  and  filing  of  messag  \ 
es  locally  offers  many  advantages  over  a  physi 
cal  handling  by  messenger,  hut  these  advantag 
ES  WILL  HOT  BE  FULLT  REALIZED 

Eighteen  Point 

The  telephonic  reception  and  filing  of  m  I 
essages  locally  offers  many  advantages  ov 
er  a  physical  handling  by  messenger,  but 
THESE  ADVAJ<iTAGES  WILL  7^0 

Twenty-Four  Point 

The  telephonic  reception  a  \ 
nd  filing  of  messages  locally 
offers  many  advantages  over 
A  PHYSICAL  HAHDLI 


OUR  NEW  BANKING  DEPARTMENT  IS  PLEASING 
DEPOSITORS  AND  RECEIVING  COMMENDATION 

ANKING  has  been  accorded  extraordinary  care 
by  the  management  with  the  view  to  making  it  as 
nearly  faultless  as  is  possible  with  so  important  a 
part  of  our  business.  Every  accommodation  that 
makes  for  the  convenience  and  satisfaction  of  our 
numerous  patrons  has  been  provided,  and  the  hours  have  been  so 
arranged  as  to  encourage  savings.  The  men  who  have  assumed 
the  care  of  this  department  are  gentlemen  well  known  for  honesty 
and  efficiency  in  business,  financial  and  professional  circles  of  our 
flourishing  community.  Each  one  is  a  representative  citizen  whose 
reputation  is  thoroughly  established,  and  who  is  well  informed  on 
matters  pertaining  to  the  banking  business.  It  will  be  the  earnest 
and  constant  effiart  to  influence  saving  on  the  part  of  the  working 
classes,  and  many  benefits  are  expeded  to  accrue  which  frequently 
are  given  comparatively  slight  attention  and  which  many  persons 


CLOISTER  OLD  STYLE 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  me  |  The  telephonic  reception  and  filing  I 

ssages  locally  ofFers  many  advantages  over  a  ^f  messages  locally  offers  many  adva 

physical  handling  by  messenger    but  these  ^              ^^^^  ^  ^^.^^^    handling  by 

advantagesw.il  not  be  fully  realized  unless  .  .iUccM/-CD      RT  TT   TT-TnCC    A 

IN  ANY  GIVEN  ESTABLISHMENT       MESSENGER,  BUT  THESE  A 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  ofFers  m  | 
any  advantages  over  a  physical  handling  by  messenger,  but  these 
ADVANTAGES  WILL  NOT  BE  FULLY  REALIZED  UN 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
OFFERS  MANY  ADVANTAGES  OVER  A  PHYSI 

Fourteen  Point 

The  telephonic  reception  and  filing  of  messages,  | 
LOCALLY  OFFERS  MANY  ADVANTAGES 

Eighteen  Point 

The  telephonic  reception  and  filing  of  | 
MESSAGES  LOCALLY  OFFERS  M 

Twenty-Four  Point 

The  telephonic  reception  and  | 

FILING  OF  MESSAGES,  L 

Thirty  Point 

The  telephoNIC  AND  | 

Thirty-Six  Point 

The  telephONIC  A 


CLOISTER  OLD  STYLE  ITALIC 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  messages  |  The  telephonic  reception  and  filing  of  \ 

locally  offers  many  advantages  o-ver  a  physical  ^nessages  locally  ojfers  many  advantages 

handling  by  messenger,  but  these  advantages  itiill  r      ■     i   i        it-        i 

not  be  fully  realized  unless  in  any  gi-ven  establi  '>'"'  ^  P^y"'""^  handling  by  messenger, 

SHMENT  THERE  IS  SOME  BUSINESS  BUT  THESE  ADVANTAGES  JVI 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  offers  many  | 
advantages  over  a  physical  handling  by  messenger,  but  these  advantages 
WILL  NOT  BE  FULLY  REALIZED  UNLESS  IN  ANY  GIVE 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  locally  offers  | 
MANY  ADVANTAGES  OVER  A  PHYSICAL  HANDL 

Fourteen  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
OFFERS  MANY  ADVANTAGES  OVER  A  PHY 

Eighteen  Point 

The  telephonic  reception  and  filing  ofmes  [ 
SAGES  LOCALLY  OFFERS  MANY  A 

Twenty-Four  Point 

The  telephonic  reception  and  fili  I 
NG  OF  MESSAGES  LOCALE 

Thirty  Point 

The  telephonic  RECEPTI  | 

Thirty-Six  Point 

The  telephoNIC  REC 


TECLA    PEARLS 

Like  Oriental  Pearls—^ 
are  a  Work  of  Nature 


But  Tecia  Pearls  are  made  in  a  Paris  laboratory  by 
alchemists,  whereas  the  Oriental  Pearl  occurs  in  the 
oyster? 

That  is  true;  but  arc  not  both  man  and  oyster  the 
work  of  Nature?  And  is  a  Pearl  any  less  of  a  Pearl 
whether  Nature  uses  a  man  or  an  oyster  as  the  instrU' 
rnent  of  production? 

Teda  Pearls  themselves  furnish  a  negative  answer 

To  see  them  alongside  Oriental  Pearls  is  to  see— on/y 
Orientals. 

Assemble  them  both  on  one  string,  and  only  an  expert 
in  gems  can  unravel  their  identities 

In  coloring,  temper,  iridescence,  opacity,  and  Orient, 
they  more  than  resemble,  they  repeat! 

Each  is  the  alter  ego  of  the  other — the  counterpart — the 
image  and  likeness — the  salt  and  soul  of  similarity. 

That  is»Vvhy,  to-day,  they  share  honors  equsJly  with  the 
Oriental  Pearl,  and  are  worn,  both  here  and  abroad, 
by  women  of  social  standing  and  social  scruples. 

They  concede  to  the  real  Oriental  the  sole  distinction 
of  being  prohibitive  in  cost  without  any  visible  excuse. 


TeCLA  PEARL  NECKLACES 

In  graduated  <fT  uniform  strands  with  diamond  clasp 
$75  to  $350 


C      L 


398  :  FIFTH  AVENUE  :  NEW  YORK 
10  ,:    RUE  DE  LA  PAIX'  ;    PARIS 


DELLA  ROBBIA 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  mes  |  The  telephonic  reception  and  filing  | 

sages  locally  offers  many  advantages  over  a  ^f  messages   locally  offers    many  adv 

physical   handling    by   messenger,    but   these  ,       .      ,    i  „„ji-    „  l„ 

^  /                .„         ,     r  M         1     J      I  antages  over  a  physical  handling  by 

advantages  will  not  be  fully  realized   unless  ^^  *  ^Mr-CD      Di  it   TI-ICCC    AHX/ 

IN  ANY  GIVEN  ESTABLISHMENT  MESSENGER,  BUT  THESE  ADV 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  off  | 
ers  many  advantages  over  a  physical  handling  by  messen 
GER,  BUT  THESE  ADVANTAGES  WILL  NOT  BE 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  loc  | 
ALLY  OFFERS  MANY  ADVANTAGES  OVE 

Fourteen  Point 

The  telephonic  reception  and  filing  of  m  | 
ESSAGES  LOCALLY  OFFERS  MAN 

Eighteen  Point 

The  telephonic  reception  and  fil  j 
ING  OF  MESSAGES  LOGAL 

Twenty-Four  Point 

The  telephonic  reception  | 

AND  FILING  OF  MES 

Thirty  Point  

The  telephonic  REC| 

Thirty-Six  Point 

The  telephoNIGI 


CLASSIFICATION  OF  TYPE  FACES        81 

I  have  often  wondered  why  the  Cadmus  Series, 
as  shown  in  the  Lilas  de  Rigaud  advertisement, 
was  not  more  widely  used  for  appealing  to  women. 
I  realize  that  it  has  the  fault  of  not  having  a  suit- 
able italic  to  match,  and  is  not  easily  read,  but  I 
believe  some  excellent  effects  are  yet  to  be  pro- 
duced with  it. 


THE  HANDLETTERED  STYLE 

Of  course  there  is  no  type  face  that  can  be  used 
when  pure  handlettering  is  desired. 

There  are,  however,  times  when  the  handlet- 
tered  effect  is  desired,  but  the  appropriation  is 
not  large  enough  to  cover  the  cost.  Use  type 
which  is  made  primarily  to  imitate  handletter- 
ing. 

The  Packard  series,  shown  in  the  E.  R.  Black- 
mer  advertisement,  is  one  of  the  best  type  imita- 
tions of  handlettering.  I've  often  had  advertisers 
ask  for  some  of  "that  hand-drawn  type,"  w^hen 
they  meant  the  Packard  series. 

Another  series  which  resembles  handlettering 
very  closely  is  the  Tabard  series,  an  exhibit  of 
w^hich  is  shown  by  the  Gano-Downs  advertisement. 

The  Kennerly  and  Cloister  Old  Style  series  are 
other  good  substitutes  for  handlettering. 


Get  a  dainty  souvenir  bottle  of 
Cpar/um 

The  true  odor  of  lilacs 
bloom,  the  perfume  of 
old  gardens  and  child- 
hood's tender  memories. 
The  most  delicate,  un- 
obstrusive  and  fashionable  of  perfumes. 
Extract,  toilet  \(^ater,  sachet  powder,  talcum, 
cold  cream,  massage  cream  and  face  po^x^der. 
Present  the  follo^^ing  coupon  with  1 5c  to  your 
druggist  or  toilet. goods  department,  and  a 
souvenir  bottle  of  Lilas  de  Rigaud  will  be  sent 
you  by  Rigaud  of  Mary  Garden  fame. 


Kindly  send  me  a-  souvenir  bottle  of  Lilas  de  Rigaud  Perfume  and 
Ixxiklet entitled  "Personality  in  Perfume." 

Name- 

Addres3 - - 

Dty State 

(Your  dealer  will  send  this  coupon  to  George  Borgfeldt  <&  Co.,  Irving 
Place,  New  York,  agents  for  Rigaud,  Paris.) 


A  Single  Pearl 
Ring 

for  Milady 


s 

s 
s 

s 


PEARLS  We  a  tenderness  and  a  romantic 
atmospKere  tKat  appeals  to  all  women.  There 
is  nothing  more  appropriate  or  pleasing. 
You  -rfiU  pnd  Blackmer's  Single  Pearl  Rings  just  the 
thing  for  gifts  for  every  occasion.  We  are  sure  that 
you  will  be  surprised  at  the  reasonable  prices  of  these 
rings  when  9°"  exanune  them.     Call  tomorrow. 

E.   R.   BLACKMER 

DIAMONDS  WATCHES  JEWELRY 

OPP.  NORMAL  SCHOOL.  FREDERICTON 


PACKARD 

Six  Point  Eight  Point 

TKe  telephonic  reception  and  filing  of  me  |  TKe  telepKonic  reception  and  filing  of  | 

ssages  locally  offers  many  advantages  over.  ^^,^^^   l^callj)    offers   many   advanta 
physical  handling  by  messenger,  but  these  ,  ,   ,  .,  , 

advantages  v^ill  not  be  fully  realized  unless  ^^^  °''^'  ^  ph>)sical  handling   by   mess 

IN  ANY  GIVEN  ESTABLISHMEN      ENGER.  BUT  THESE  ADVAM 

Ten  Point 

TKe  telepKonic  reception  and  fling  of  messages  locallj)  offers  | 
many  acl\)antages    over  a  pKysical    Kandling  by  messenger,   but 

THESE  ADVANTAGES  WILL  NOT  BE  FULLY  REA 

Twelve  Point 

The  telepKonic  reception  and  filing  of  messages  locall}?! 

OFFERS  MANY  ADVANTAGES  OVER  A  PH 

Fourteen  Point 

The  telepKonic  reception  and  filing  of  messages  | 

LOCALLY  OFFERS  MANY  ADVANT 

Eighteen  Point 

TKe  telepKonic  reception  and  filing  of  | 

MESSAGES  LOCALLY  OFFERS 

Twenty-Four  Point 

TKe  telepKonic  reception  and| 

FILING  OF  MESSAGES  L 

Thirty  Point 

TKe  telepKonic  RECEP| 

Thirty-Six  Point 

TKe  teleponic  REC| 


TKere  s  a  wonderful 
. .  sKirt  Kerc  for 


»i 


.50 


and  seme  even  finer 
for  a  little  mors 

^  leu  cKang?  your  suit  and  under 
wear  with  tKc  calendar,  wKy  not 
wear   a   djHersnt    styls   of   sKirt? 

<?  .The  sKlrts  we  suggest  will  change 
ysur  appearancf,  t9o. 

fl  W?  have  in  mind  parKcularly  our 
stiff  bosom  shirts,  our  half  bosom 
shirts,  our  thirtesn  inch  plaits  and 
full  Ungth  plaits. 

^  Any  sf  them  will  make  ysur  collar 
f«el  more  comfortabi?,  nsw  that 
you  are  wearing  a  vest. 

GAN0-IX>5«^lS 

Sixteenth  and  Stout 


CHRISTMAS  FURNITURE 
GIFTS 

TKe  more  real  interest  you  feel  in  your  Holiday 
shopping  tKe  stronger  will  be  your  desire  to 
select  that  wKicK  serves  as  well  as  beautifies 
— wbicK  will  in  some  way  express  comfort  and 
luxury  as  well  as  art. 

In  offering  a  few  suggestions  as  to  attractive 
Holiday  Gifts,  we  remind  our  patrons  of  our 
exceptional  facilities  for  solving  tbe  vexatious 
question  of  "where  to  find  the  correct  gift  ?" 

WRITING  DESKS  SMOKING  STANDS 

TEA  TABLES  HRESIDE  CHAIRS 

TOILET  TABLES  MAGAZINE  RACKS 

CHILDREN'S  CHAIRS  BRIDGE  TABLES 

and  innumerable  other  pieces  especially  appro- 
priate for  gifts. 

ORIENTAL  AND  DOMESTIC  RUGS 
AND  DRAPERIES 

FLINT  ©  HORNER  CO.,  inc. 

20-26  WEST  36tli  STREET 
NEW  YORK 


f 

MMiiMiiiiiiiiii niiiiiiiiinniiimiiiiiinnimra 

S.W.Straus«Co. 

= 

1 

1 

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FmuM  ISa                   lDc«vml«i  IMS 

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FulfilKn^  tke  vinon  of 

= 

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ita  founder,  tliis  insti- 

= 

1 

tution  serves  and    'will 

1 

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continue    to   ecrve  its 

= 

1 

double  function  .in  pro- 

= 

1 

viding  safe  investments 

1 

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for    tke    funds    of    tte 

1 

1 

public  and  tLe  upbuild- 

1 

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ing  of  ttis  nation's  per- 

m 

1 
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manent  prosperity. 

= 

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Promoting  ttrift,  en- 

1 

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couraging  systematic  ac- 

1 

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cumulations,     providing 

■ 

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for  suck  accumulations  a 

1 

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form  of  investment  un- 

= 

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1 

impeacLably     conserva- 

= 

tive;  and  giving  to  eact 

1 

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investor,  large  or  small. 

= 

1 

a  real,  vital,  and  profit- 

1 

1 

able  part  in  tbe  material 

i 

1 

improving  of  tbe  nation  s 

1 

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great  cities:  Xbis  is  our 

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= 
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bonor  requests  by  mail 

1 

or  in  person  for  Ktera- 

■ 

ture  describing  tbe  sound 

1 

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5V2%      first     mortgage 

1 

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bonds  we  offer.    Invest- 

1 

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ors  sbould  ask  for 

1 

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CireuJar  -No.  B  704 

1 

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S.WSTRAUS&CO. 

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1 

Any  Investor' 

1 

1 

'iiiiiHiiiiiiiiiiiiiiiiiiyiiiiiiHiiiiiiiiiniiiiiiiiniiiiiiiiiHiiimitiiiiiiiHiii 

PABST 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  me  |  TKe  telepkonic  reception   and   fill   | 

ssages  locally  offers  many  advantages  over         ^^  ^f  messages  locally  offers  many 
a  physical  handling  by  messenger,  but  these  ,  i         •      i    l  it 

,  ...         L    i:  11         1-    J      1  advantages   over  a   physical   handli 

advantages  -will  not  be  fully  realized  unless  "  ^ 

IN  ANY   GIVEN    ESTABISHMENT       NG   BY  MESSENGER,  BUT  T 
Ten  Point 

TLe  telephonic  reception  and  filing  of  messages  locally  offe  | 
rs  many  advantages  over  a  physical  kandung   by  messenger, 

BUT  THESE  ADVANTAGES  WILL  NOT  BE 

Twelve  Point 

Tke  telepKonic  reception  and   filing  of  messages  loca  | 

LLY  OFFERS  MANY  ADVANTAGES  OV 

Fourteen  Point 

Tke  teletjlionic  reception  and  filing  or  me  | 

SSAGES  LOCALLY  OFFERS  MA 

Eighteen  Point 

Xke  telephonic  reception  and  fil  | 

ING  OF  MESSAGES  LOG 

Twenty-Four  Point 

Tke  telepnonic  reception  | 

AND  HANDLING  O 

Thirty  Point 

i  he  telepnonic  REC  | 

Thirty-Six  Point 

Tke  telepkoNIC 


CLASSIFICATION  OF  TYPE  FACES        89 

For  something  heavier  in  the  handlettered  effect 
there  is  the  Pabst  series,  which  is  shown  in  the 
Flint  &  Horner  advertisement  and  the  S.  W. 
Straus  &  Co.  advertisement. 

The  Pabst  is  not  correct  for  the  S.  W.  Straus 
&  Co.  advertisement.  Compare  it  with  the  Flint 
&  Horner  example,  which  requires  something  ir- 
regular to  be  in  keeping  with  the  border  draw- 
ing. Bookman  would  have  been  much  better  for 
the  S.  W.  Straus  &  Co.  advertisement  because 
there  the  shape  of  the  space,  the  squareness  of 
the  border,  and  the  fact  that  the  advertiser  is  a 
banking  house  almost  demand  that  the  type  be 
simple  and  dignified. 

THE  POSTER 

Here  the  artist  does  the  entire  advertisement 
in  one  drawing  which  eliminates  any  discussion 
of  type  for  this  style  of  advertisement. 

THE  CHARACTER  OR  COMIC 

This  style  is  usually  the  Forceful  Educational 
style  plus  the  illustration ;  therefore  the  same  type 
faces  which  have  been  outlined  for  the  Forceful 
Educational  style  apply  equally  to  the  Character 
or  Comic  style. 


FOSTER 

Twelve  Point 

The  telephonic  reception  and  filing  of  messa| 
ges  locally  offers  many  advantages  over  a 
physical  handling  by  messenger,  but  these 
ADVANTAGES   WILL   NOT   BE   FULLY 

Fourteen  Point 

The  telephonic  reception  and  filing  of  | 
messages  locally  offers  many  advant 
AGES  OVER  A  PHYSICAL  HAN 

Eighteen  Point 

The  telephonic  reception  and| 
FILING  OF  MESSAGES  LO 

Twenty-four  Point 

The  telephonic  recepti| 
ON  AND  FILING  OF 

Thirty  Point 

The  telephonic  rec| 
EPTION  AND  FI 


Thirty-six  Point 


The  TELEPH 


CLASSIFICATION  OF  TYPE  FACES       91 


THE  MAIL  ORDER 

This  is  the  Forceful  Educational  style  with 
greater  contrast,  more  emphasis,  more  display 
lines  and  stronger  illustration.  Therefore  the 
basic  principles  of  the  Forceful  Educational 
style  govern  the  make-up  of  the  Mail  Order 
style. 

The  main  point  of  difference  is  that  the  contrast 
must  be  strong — the  strongest  possible. 

Change  to  the  Gothic  styles  for  the  display  lines 
but  stick  to  Old  Style  for  the  body  matter.  This 
will  give  extra  strength. 

The  Foster  Series  is  a  good  one  to  use  instead 
of  Gothic  because  it  is  not  so  blunt  and  sharp  and 
yet  it  is  equally  as  strong. 

Three  lines  of  condensed  Foster  are  shown  in 
the  Carmen  Complexion  Powder  advertise- 
ment. 

John  Hancock  is  another  good  substitute  for 
Gothic.  The  watch  advertisement  uses  the  John 
Hancock  series  for  the  figures  *'2.50"  and  the 
words  ^'19  Jewel  Burlington.'^ 

The  type  used  in  small  space  advertisements 
should  be  the  same  as  that  used  in  the  Forceful 
Educational  style. 


For  a 

Complexion 

Like  Hers 


simply  do  what  Louise  Huff 
and  other  famous  stars  do, 
whose  complexions  are  subject 
to  particular  notice— use  Carmen 
Complexion  Powder.  Then  you  will 
have  a  complexion  of  peach-and-cream  charm.  Blends 
perfectly  with  the  tones  of  the  skm— and  it  adheres. 
^  Does  not  rub  or  blow  off. 

Gives  a  clear,  glowing 
complexion  that  is  always 
beautiful  despite  plarmg 
light  and  perspiration. 
Why  put  up  with  ordinary 
face  powders  when  Car- 
I  men  will  give  you  the  most 
charming 
complexion 

~  beauty  ? 

Get  a  box  to-day  and  see  how  delighted 
you  will  be.     Insist  on  Carmen 
lyhite.  Pink,  Flesh.  Cream 
50c  Everywhere 

STAFFORD-MILLER  CO.. 
525  Olive  St.,      St.  Louis.  Mo. 


iCARMENi 

Complexion 

Powder 


SASO^Month 

V ^W  ^^^^  The  master- 
^^-■^^■•^  pi  ec  e      of 


^^^J  watch  manufacture 
^^^^M  — adjusted  to  the 
^^^^^  second,  posit  ions, 
temperature  and  isochro- 
nism  Encased  at  the  fac- 
tory into  your  choice  of  the 
exquisite   new  watch   cases. 

19  Jewel 

Burlington 

The  great  Burlington  Watch  sent 
on  simple  request.  Pay  at  the  rate 
You  get  the  watch  at  the  same 
wholesale     jeweler     must    pay. 

• ,        —  xtT        t     »      1  SeahindBome 

Write  Today  for  Free  Watch  Book  color lausfationo 

of  aUthe  DeweBt  ^eBignB  In  watoheB  that  you  have  to  <=hoo^cfi«W.    Your 
name  and  addreBB  on  a  poetcard  ia  enough.     Get  this  off.r  whilj  Hlaat*. 

BurlingtonWat^^ 


All  sizes  for  both, 
men  and  women, 
of  $2.50  a  month, 
price    even     the 


x^V 


CLASSIFICATION  OF  TYPE  FACES        93 

THE  SMALL  SPACE  STYLE 

The  display  lines  are  seldom  as  strong  as  the 
Mail  Order  style. 

The  aim  is  to  get  strength  and  attention  by 
odd  shapes  and  special  designs.  Then  stick  to 
Cheltenham  Bold  for  display  and  Caslon  Old  Style 
for  body  matter,  or  similar  contrasting  faces. 

When  we  produce  an  all-black-type  small  space 
advertisement  it  takes  its  place  among  the  cheaper 
Mail  Order  style  whether  the  copy  says  so  or  not. 

THE  DEPARTMENT  STORE  STYLE 

At  present  there  is  not  much  character  to  the 
majority  of  department  store  advertisements — 
they  are  just  price  lists.  There  is  a  tendency, 
however,  toward  making  department  store  adver- 
tisements more  interesting.  I  believe  the  future 
department  store  advertisement  will  be  a  group 
of  small  Forceful  Educational  advertisements — 
logical  reasons  for  buying  rather  than  compara- 
tive prices. 

Whether  a  department  store  advertisement  is 
of  the  new  Forceful  Educational  style  or  the  com- 
parative price  style  it  is  necessary  that  there  be 
contrast  between  the  different  features.    This  can 


JOHN  HANCOCK 

Six  Point  Eight  Point 

Tbe  telephonic  reception  and  |  The  telepbonlc  reception  | 

filing  of  messages  locally  offe  ^^^  filing  of  messages  lo 

rs  many  advantages  over  a  p  __          ..                                _ 

Hysical  handling  by  messenj  ^^^^  «"^''*  ""^^^  «*^«» 

ER,  BUT  THESE   ADVANTAGES  TAGES    OVER  A   PHYSICA 

Ten  Point 

The  telephonic  reception  and  tiling  ot  m  | 
essages  locally  otters  many  advantages 
OVER  A  PHYSICAL  HANDLING  BY  MESS 

Twelve  Point 

The  telephonic  reception  and  fiUng  of  | 
MESSAGES   LOCALLY   OFFERS    MANY 

Fourteen  Point 

The  telephonic  reception  and  fit  | 
ING  OF  MESSAGES  LOCALLY  OF 

Eighteen  Point 

The  telephonic  reception  | 
AND  FILING  OF  MESSAGE 

Twenty-four  Point 

The  telephonic  rece| 
PTION  AND  FILING  0 

Thirty  Point 

The  TclEPHONIC 

Thirty-six  Point 

The  TelEPHO 


WINCHELL 

Six  Point  Eight  Point 

The   telephonic  reception  and  fil  I  The     telephonic     reception  | 

ini    of    messages    locally     offers  ^^j  ^^^^^  ^,£  messages  local 

many  advantages  over  a  physical  ■  » 

handling  by  messenger,  hut  these  *y   offers     many    advantages 

ADVANTAGES  WILL    NOT  BE   F  OVER  A    PHYSICAL    HAND 

Ten  Point 

The  telephonic  reception  and  filing  of  mesl 
sa^es  locally  offers  many  advantages  over 
A  PHYSICAL  HANDLING  BY  MESSENGER 

Twelve  Point 

The  telephonic  reception  and  filing  of| 
MESSAGES  LOCALLY  OFFERS  MANY 

Fourteen  Point 

The  telephonic  reception  and  fil| 
ING  OF  MESSAGES  LOCALLY 

Eighteen  Point 

The  telephonic  reception! 
AND  FILING  OF  MESSA 

Twenty-four  Point 

The  telephonic  rece| 
PTION  AND  FILING 

Thirty  Point 

The  TELEPHONI 

Thirty-six  Point 

The  TELEPH 


WEE® 

Twelve  Point 

AB'WAmTAm.B  WELL  ]M©¥  EE  IFOILLY 

Fourteen  Point 

Th(B  SeE@p!]ii®nnn(g  ]r'(g€©pSn®EQ  aisidl  ffSEnnog  ®^| 
Mi@ss§ii®s  E®(£iiDDy  ®i!i!©n=s  mmmj  adl^amnii 
A(^ES  ©¥EE  A  IPEYSECAL  HAM 

Eighteen  Point 

Tin©  ll(gll(eplla®nnn(s  ir©(S(gpftn®iB  iinfldl| 
FSLnM(S  ©F  MESS^(^ES  L© 

Twenty-four  Point 

TEn®  ft®E®pIiii®nnn©  r®(£®plln| 


Thirty  Point 


ElFTni©!!  AMD)  FE 


Thirty-six  Point 


Thm  TELEF 


CLASSIFICATION  OF  TYPE  FACES        97 

be  done  by  odd-sized  panels  and  spots  of  bold 
type  throughout. 

Just  about  now  I  believe  the  reader  will  be  won- 
dering why  I  show  some  type  faces  which  are  not 
included  in  any  of  the  classifications  mentioned. 

There  are  really  only  two  styles  left,  namely: 
the  shaded  series  and  the  outline  series. 

The  Bodoni  Shaded  shown  on  Page  71  is  for 
use  on  Forceful  Educational  advertisements  that 
require  restraint  in  the  headings.  There  is  also 
the  Cheltenham  Shaded  and  others.  All  are  about 
the  same  tone  as  Bodoni  Shaded. 

The  Webb  is  an  outline  letter  which  will  also 
do  well  to  tone  down  a  strong  heading.  There  are 
also  several  other  good  outline  type  faces. 

There  are  many  rugged  letters  of  about  the 
same  tone  value  as  Cheltenham  Bold.  These  are 
used  where  more  of  a  bold  hand  lettered  character 
is  desired.  Post  is  about  the  best  of  these  rugged 
bold  faces. 

Nearly  all  families  of  type  contain  a  condensed 
font  of  the  same  character.  This  is  for  use  in 
high  narrow  spaces.  Cheltenham  Bold  condensed 
is  shown  on  page  100. 

Just  a  word  about  the  most  prevalent  faults  in 
choosing  type  faces  for  each  classification. 

Too  many  hinds  of  type  are  used  in  Forceful 


POST 

Six  Point  Eight  Point 

THe  telepKonic  recepti  |  TKe  telepKonic  rece| 

on  and  filing  of  niessa^e  ption.  ai^d  filing  of  m 

8  locally  offers  many  ad  ,        ,            ,-          ^^^ 

vantages  o^er  a  pHysica  eSSHgeS  locall?^  offers 

C  HANDLING  BY  MESS  MANY    ADVANTAG 

Ten  Point 

Tlie  teleptionic  reception  and  filinl 
g  of  messages  locally  offers  man>^  a 
DVANTAGES  OVER  A  PHYSICAL 

Twelve  Point 

TKe  telepKonic  reception  and  fil| 
ING  OF  MESSAGES  LOCALLY 

Fourteen  Point 

The  telephonic  reception  | 
AND   FILING  OF  MESSA- 

Eighteen  Point 

THe  telepKonic  recept| 
ION  AND  TILING  OF  M 

Twenty-four  Point 

THe  telephonic  re  | 
CEPTION  AND  FI 

Thirty  Point 

The  telEPHONI 

Thirty-six  Point 

The  teLRPHI 


POST   CONDENSED 

Six  Point  Eight  Point 

The  telephonic  reception  and  fii  I  The  telephonic  reception  an| 

ing  of  messages  locally  offers  man  d  filing  messages  locally  off 

y  advantages  over  a  J^[*^^|  j**^^  ers  many  advantages  over  a 

VANTAGErwiLL  NOT  BE  FOLLO  PHYSICAL  HANDLING  BY  ME 
Ten  Point 

The  telephonic  reception  and  filing  of  messages  1 1 
ocally  offers  many  advantages  over  a  physical  ha 
NDLING  BY  MESSENGER,  BUT  THESE  ADVANTA 

Twelve  Point 

The  telephonic  reception  and  filing  of  mess  | 
AGES  LOCALLY  OFFERS  MANY  ADVANTAGE 

Fourteen  Point 

The  telephonic  reception  and  filing  of| 
MESSAGES  LOCALLY  OFFERS  MANY 

Eighteen  Point 

The  telephonic  reception  and  n| 
LING  OF  MESSAGES  LOCALLY 

Twenty-four  Point 

The  telephonic  reception  | 
AND  FILING  OF  MESSA 


Thirty  Point 


The  telephonic  REC 


Thirty-six  Point 


The  telephonic  R| 


CHELTENHAM  BOLD  CONDENSED 

Six  Point  Eight  Point 

The  telephonic  reception  and  filing  of  messa  |  The  telephonic  reception  and  filing  of  I 

ge>  locally  offers  many  adyantages  over  a  phy  messages  locally  offers   many   advanta 

sical  handling  by  messenger,  but  these  advant  i       ■     i  i        n-       t 

.„..£„        I-    J     I      •  ges  over  a  physical  handling  by  messe 

ages  will  not  be  fully  reabzed  unless  in  any  g\  ^                     *^   ■'                           *     •' 

VEN  ESTABLISHMENT  THERE  IN  SOME  BU        NGER,     BUT  THESE  ADVANTAGES 

Ten  Point 

The  telephonic  reception  and  filing  of  messages  locally  offers  | 
many  advantages  over  a  physical  handling  by  messenger^  but  th 
ESE  ADVANTAGES  WILL  NOT  BE  FULLY  REALIZED  UNLE 

Twelve  Point 

The  telephonic  reception  and  filing  of  messages  locally  | 
OFFERS  MANY  ADVANTAGES  OVER  A  PHYSICAL  HA 

Fourteen  Point 

The  telephonic  reception  and  filing  of  messag  | 
ES  LOCALLY  OFFERS  MANY  ADVANTAGES 

Eighteen  Point 

The  telephonic  reception  and  filing  of| 
MESSAGES  LOCALLY  OFFERS  MAN 

Twenty-Four  Point 

The  telephonic  reception  and  | 

FILING  OF  MESSAGES  LOG 

Thirty  Point 

The  telephonic  RECEPT  | 

Thirty-Six  Point 

The  telephonic  REC| 


CLASSIFICATION  OF  TYPE  FACES      101 

Educational  advertisements.  Two  faces  are  suffi- 
cient; hath  should  he  related  in  character  of  de- 
sign; there  shoidd  he  contrast  hetween  these  two 
faces  to  produce  a  quick  reading  of  the  message. 

The  Passive  Educational  style  offers  the  widest 
range  in  selection.  Caslon  Old  Style  is  good. 
Bookman  is  better.  Both  are  good  for  a  general 
appeal.  Men  like  the  more  sturdy  type  faces. 
"Women  like  the  more  dainty  and  the  irregular 
type  faces  similar  to  Kennerly  or  Delia  Robbia. 

Do  not  use  a  type  to  imitate  handlettering  un- 
less there  is  a  good  reason  why  you  should  imitate 
handlettering. 

Do  not  crowd  bold  type  into  a  small  advertise- 
ment. If  you  have  something  dominant,  sup- 
ported by  some  design  not  built  at  right  angles, 
the  advertisement  will  be  seen  and  read  with- 
out screamingly  bold  type  throughout. 

Do  not  try  to  memorize  a  mass  of  type  faces. 
If  your  code  of  principles  on  which  you  choose 
type  faces  is  correct  you  will  immediately  see 
that  you  only  need  to  know  a  few  type  faces.  We 
have  been  trying  to  remember  and  use  too  many 
type  faces.    Let's  forget  a  few  of  them. 


CHAPTER  IV 

THE  COMBINATION  OF  TYPE  FACES 

^'What  two  faces  of  tj^pe  look  well  together  T' 
is  a  very  common  question  in  my  daily  work. 

The  answer  to  this  question  depends  a  great 
deal  on  what  style  advertisement  is  being  built. 

For  instance,  no  two  faces  look  well  together 
in  a  Passive  Educational  advertisement ;  the  type 
must  be  all  of  the  same  face  to  get  the  desired 
effect. 

In  Forceful  Educational,  Mail  Order,  Small 
Space  and  Department  Store  advertisements  there 
must  be  contrast  between  the  headlines  and  the 
body  of  the  advertisement.  The  headlines  and 
subheadings  must  be  easily  read;  and  if  the  copy 
in  the  headlines  is  strong  enough  the  headlines  will 
be  read  and  if  there  is  sufficient  contrast  between 
headlines  and  body  matter  the  body  matter  will 
be  read. 

About  the  best  combination  for  advertisements 
of  the  above  group  is  that  used  in  most  advertise- 
ments in  The  Saturday  Evening  Post.  This  is 
Cheltenham  Bold  for  the  display  lines  and  either 

103 


104     TYPOGRAPHY  OF  ADVERTISEMENTS 

Caslon  Old  Style  (or  some  old  style  face  which 
produces  the  same  effect)  for  the  body  of  the 
advertisement. 

When  heavier  type  is  used  for  the  body  part, 
increasingly  heavier  type  should  be  used  for  the 
headlines.  For  instance:  Cheltenham  Old  Style 
(being  heavier  than  Caslon  Old  Style)  used  with 
Cheltenham  Extra  Bold  produces  the  same  ef- 
fect as  Caslon  Old  Style  and  Cheltenham  Bold. 

If  strong  contrast  is  not  desired  then  the  Chel- 
tenham family  or  the  Caslon  family  w^orked  to- 
gether is  excellent. 

A  family  is  many  tones,  shapes  and  variations 
of  a  tj])e  face,  all  of  the  same  characteristics; 
that  is,  Cheltenham  Bold  for  display  lines  and 
Cheltenham  Old  Style  for  the  body.  Cheltenham 
Bold  Condensed  can  be  used  in  the  display  lines 
when  the  width  is  more  important  than  height; 
also  in  the  headings  Cheltenham  Bold  Italic  can 
be  used  for  several  emphasized  words  of  the  copy. 
Any  bold  italic  should  be  used  sparingly.  In  the 
body  part,  Cheltenham  Old  Style  Italic  can  be 
used  with  Cheltenham  Old  Style,  or,  where  space 
permits,  Cheltenham  Wide  can  be  used  for  the 
body  part  of  an  advertisement.  Then  there  is  the 
Cheltenham  Bold  Extra  Condensed,  Medium  Bold, 
Extended,  Inline  and  Outline. 


THE  COMBINATION  OF  TYPE  FACES     105 

The  family  idea  in  type  faces  is  an  excellent 
thing.  Practically  every  face  has  many  V' brothers 
and  sisters''  that  aid  materially  in  the  building  of 
beautiful  effects.  Caslon,  Bodoni,  Cloister,  Post, 
and  others  are  made  in  families,  but  none  with 
as  many  variations  as  the  Cheltenham. 

^^The  Book  of  Knowledge''  advertisement  is  set 
in  the  Cheltenham  family  entirely,  but  the  dif- 
ferent members  of  the  family  have  not  been  well 
chosen. 

I  reproduce  this  advertisement:  first  to  show 
that  the  family  idea,  Avhile  excellent,  does  not 
guarantee  perfection,  and,  second,  because  it  rep- 
resents a  class  of  advertisements  whose  builders 
try  to  make  everything  read  at  once. 

By  actual  tests  italic  type  is  much  more  difficult 
to  read  than  old  style  aAd  should  be  used  spar- 
ingly and  primarily  for  emphasis  only.  (See 
Chapter  ''What  Is  Emphasis  and  What  Is  Not.") 
All  emphasis,  however,  is  no  emphasis,  and  when 
we  mix  a  w^hole  paragraph  of  bold  type  with 
italics  the  difficulty  is  enhanced  and  the  effect 
cheap  and  distressing. 

If  the  story  has  merit  a  few  strong  headlines 
that  meet  the  reader  more  than  halfway  will  get 
a  reading  quicker  than  every  line  screaming  for 
attention.    Everyone  in  a  crowd  speaking  at  once 


IS   YOUR   CHILD  STILL    WAITING 

FOR    THE  SUPREME   EDUCATIONAL  ADVANTAGE? 

THE  BOOK  OF  KNOWLEDGE 

The  Children  s  Encyclopedia 

Answers  every  question  a  child  can  as^.  Opens  every  door  a  child  should  enter.  Make  this 
day  the  happiest  and  most  important  of  your  child's  life  because  it  brings  the  Book  of  Knowledge 
into  the  home.  Send  for  the  free  illustrated  sample  page  hook,  ichich  will  show  you  just 
how  the  important  knowledge  of  the  world  is  brought  within  reach  of  the  mind  of  the  child,  by 
means  of  the  10,000  striking  educational  pictures  and  hundreds  of  fascinating  story-articles. 

BUY  IT  TODAY!  THE  PRICE  MUST  BE  ADVANCED  due 
to  an  increase  of  from  25%  to  over  80%  in  the  cost  of  paper, 
ink,  leather  and  other  binding  materials  which  are  now  only 
obtainable  at  war  prices.  Unless  you  purchase  at  once  you 
will  be  obliged  to  pay  the  necessary  increase.  Our  present  edi- 
tion is  almost  exhausted  and  materially  higher  prices  will  go 
into  effect  immediately  thereafter  and  without  further  notice. 

SIGN  AND  MAIL  THE  FREE  COUPON  TODAY 

THE  FREE  BOOK  CONTAINS  the 
following  illustrated  subjects:  The  living 
flowers  of  the  sea;  The  Procession  of  the 
Worlds;  The  beginning  of  a  great  bridge; 
The  new  Chariots  of  the  Sky;  The  Great 
workshop  down  the  river;  Along  the 
Panama  Canal  Zone;  The  wonderful  ma- 
chinery of  our  Ears;  Plants  that  Eat  Insects; 
Strange  Animals  that  Eal  Ants';  The 
Space   No   Man   Can   Measure,    and  others. 


THE  GROLIER  SOCIETY 

2  IVcst  45lh  St.,  Ntu)  York 

Please  mail  me  descriptive  book  "  T'Ae 
Child  and  the  Book  of  Knowledge,"  ex- 
plaining the  use  and  meaning  of  the  work- 
Name 

Address 


The  "SAN  MORITZ"  Sweater, 
Scarf  and  Skating  Cap 

Made  in  Switzerland  and  imported  direct  from  San  Moritt 

THIS  sweater,  scarf  and  skating  cap  are  the 
smartest  and  most  popular  of  this  season's 
models  —  cashmere-wool  —  light  weight  and 
warm — sweater  trimmed  with  collar  and  wrist 
bands  of  fluffy  white  or  black  Russian  Hare. 
All  sizes  ;  Colors :  white,  pink,  light  blue, 
turquoise,  light,  medium  and  dark  Copenhagen, 
corn,  putty,  reseda, 
emerald,  myrtle, 
purple,  black. 


\ 


San  Moritz"  Sweater 
(With  Fur) 

San  MoritzV  Sweater 

(Without  Fur) 

San  Moritz"  Scarf       .      . 

(Colors  same  as  Sweater) 

San  Moritz"  Cap   .     .      . 

(Colors  same  as  Sweater) 


$17.50 

$12.50 

$3.50 

$2.50 


Importation  limited.      Send  your  order  with  size  and  shade  desired  to-day. 
Imported  Wool  and  Silk  Sweaters  of  all  descriptions. 


543  Madison  Ave. 


New  York  City 


STORED  WITH  A  RICH  PROFUSION  OF   UNUSUAL 
RARITIES   FITTED    FOR   THE    COMING   YULE-TIDE 


NOT  furniture  alone,  but  every  sig- 
nificant thing  which  help&  in  the; 
beautifying   or   the    adornment   of   the 
home,  may  be  found  in  exquisite  expres- 
sion at  the  Hampton  Shops,  with  its  eleven 
^     deftly  composed  Galleries  of  Display. 

Here  may  be  seen— integral  parts  of 
a  series  of  harmonious  wholes,  and  either' 
bearing  the  obvious,  if  indefinable,  cachet 
attaching  to  the  name  Hampton,  or  the 
results  of  selective  visits  to  European 
highways  and  by-ways — such  suggest- 
ively Christmas  offerings  as  Writing 
Tables  of  unusual  chafm.  Desk  Sets  of 
French  or  Italian  tooled  leather,  quaint 
appearing  Boxes  for  the  man's  diverse 
uses,  attractive  bits  of  old  Waterford 
Glass,  Lamps,  fashioned  of  Chinese  Porce- 
lains and  fitted  for  electric 
light,  and  a  host  of  small  Cab- 
inet pieces  in  the  Mahogany 
of  Chippendale,  Sheraton  and 

fthe  Brothers  Adam. 
pipConStops 
f  eallmts  of  rtitttiorDecoratitm 
u    18  em  50S  StottnemYotk 


Incedors 


THE  COMBINATION  OF  TYPE  FACES     109 

makes  for  confusion.  One  person  at  a  time  speak- 
ing to  a   crowd  makes  for  attention. 

Type  is  the  vehicle  of  thought.  Get  the  thought 
clear  and  keep  the  type  clear  and  if  you  need 
strong  contrast  make  it  strong,  do  not  dally. 

The  Cheltenham  family  is  an  excellent  one  but 
it  does  not  look  well  when  used  with  Engraver's 
Old  English,  or  Ecclesiastical  letters. 

There  is  no  need  for  the  use  of  Engraver's  Old 
English  type  in  the  "Sweater"  advertisement. 
A  panel  across  the  top  with  one  line  of  caps  and 
small  caps  of  the  Cheltenham  Old  Style  would 
have  been  much  more  in  harmony. 

Advertisers  are  prone  to  use  Engraver's  Old 
English  for  Easter  and  Christmas  advertise- 
ments, although  this  often  spoils  the  harmony  of 
the  advertisement  and  at  the  same  time  adver- 
tises the  season  more  than  the  article. 

Caslon  or  Bookman  are  the  best  faces  to  use 
with  Engraver's  Old  English  where  the  use  of 
this  face  is  advisable. 

The  Hampton  Shop's  advertisement  is  set  in 
Bookman  and  combined  with  an  Old  English  style 
of  handlettering.    This  effect  is  very  pleasing. 

Do  the  two  bold  lines  in  the  center  increase  the 
effectiveness  of  the  Berkey  &  Gay  advertisement? 
Isn't  it  a  fact  that  these  lines  get  first  attention! 


THE  MODERATE   PRICE  OF  BEKKEY  ^  GAY  FUP.NI- 
TUKE  IS  A  PLEASANT  SURPRISE  TO  MANY   PEOPLE 

IN  the  thousands  of  American  homes  where  Berkey  6-  Gay  furniture  has  been 
in  service  during  the  lifetime  of  the  past  and  present  generation,  its  beauty  and 
its  heirloom  qualities  are  well  known.     To  those  who  have   enioyed  it  and 
become  familiar  with  it,  either  as  guests  in  these  homes  or  through  other  contact. 
It  is  natural  the  assumption  should  be  that  it  must  of  course  be  quite  expensive. 


Q  Closer  familiarity  and  contact  with  Berkey  £r  Gay  Furniture,  however,  develops  the  fact  that  it  is  not:  that 
prid&  in  the  possession,  assurance  of  thorough  goodness  and  enjoyment  in  its  ownership  may  be  e5«perienced 
with  an  outlay  no  greater  than  would  bej:.equired  for  that  which  is  quite  ordinary. 

Berkey  &  Gay  Furniture 

"FOR  YOUR  CHILDREN'S   HEIRLOOMS'* 

contains  a  wealth  of  meaning  in  the  present  value  of  this  heirloom  quality. 


Q  In  this  ability  to  produce  a  standard  at  a  commercially 
possible  price  the  Berkey  6-  Gay  organization  is  verv  unusual. 
There  are  no  others  similar.  Ideals  adhered  to  rigidly  :  ap- 
proval by  the  American  people  in  a  big  way  and  the  desire  of 
responsible  retailers  in  representative  communities  throughout 
the  country  to  link  iheir  effort  with  ours,  are  in  a  great  measure 
responsible  The  entire  situation  is  found  in  the  fact  that  there 
is  but  one  Berkey  &•  Gay  Furniture  Company 


Q  A  booklet  called  "  Masterpieces  in  Miniature "  containing 
fifty  reproductions  of  plates  from  our  dealers  portfolio  gives 
a  very  good  idea  of  the  great  possibilities  for  tasteful, 
correct  home  furnishing  in  the  Berkev  6-  Gay  Furniture. 
This,  together  with  Eugene  Field's  Whimsical  Poem  "In 
Amsterdam,"  we  will  be  glad  to  send  upon  receipt  of 
six   cents   in   United   States   postage. 


BERKEY    dr   GAY    FURNITURE.  CO. 

Factories.  Executive  Office  and  Show  Rooms 

188  Monroe  Avenue 
Grand  Rapids,  Michigan 

Eastern  Office  and  Show    Rooms     1 1 3- 1 19   West    40ih  Street.    New  York- 
Wholesale  Only 
Visitors'  privileges  extended  only  when  accompanied/by  a  dealer 
or  with  a  letter  of  introduction 


This  inlaiil  matk  o(  honor 
iitenlifies  lo  you  eai:h 
Berkey  &  6ay  piece 


THE  COMBINATION  OF  TYPE  FACES     111 

Isn't  it  also  true  that  the  principle  of  selling  in 
print  is  to  have  the  picture  get  first  attention, 
heading  second  attention,  argument  third,  name 
next,  etc.? 

While  this  point  may  seem  trivial,  nevertheless, 
many  advertisements,  some  from  the  largest  ad- 
vertisers, are  naturally  weakened  by  just  such 
small  things  as  the  name  line  in  this  Berkey  & 
Gay  copy.  There  is  not  one  reason  why  this  line 
should  be  different  in  style  from  the  rest  of  the 
type  in  this  advertisement,  except,  perhaps,  it  may 
be  that  the  advertiser  wanted  to  be  sure  that  the 
firm  name  would  not  be  overlooked. 

It  is  a  serious  task  to  put  together  two  faces 
of  type  in  one  advertisement.  We  must  know 
whether  we  are  striving  for  contrast,  tone  or  char- 
acter and  be  careful  to  pick  the  faces  to  carry  out 
our  idea. 

We  can  get  character  and  beauty  by  the  wise 
choice  and  use  of  one  face  only  for  the  entire  ad- 
vertisement. When  in  doubt  stick  to  one  family 
of  type.  It  is  the  style  most  likely  to  survive  all 
others  now  used. 

The  Eastman  Kodak  advertisements  are  famous 
for  their  consistent  use  of  one  face  of  type  only 
— Caslon  Old  Style. 


The  New  3A 

KODAK 


Anastigmatic. — A  lens  that  has  a 
trifle  more  speed  than  the  very  best 
of  the  Rapid  Rectilinear  lenses  and 
that  in  quality  (depth,  iharpness  and 
flatness  of  field)  is  the  equaUof  the 
very  best  anastigmats.  It  is  made 
solely  for,  and  is  therefore  perfectly 
adapted  to,  Kodak  work. 

Autographic. — You  can  make  sure, 
can  write  the  date  and  title  on  the 
film,  permanently,  at  the  time  you 
make  the  exposure.  After  the  last 
exposure  you  can  similarly  write 
your  name  on  the  film— an  identify- 
ing mark  that  is  valuable  when  you 
send  your  work  to  the  finisher. 
And  this  "Autographing"  the  film^ 
is  a  matter  of  seconds  only. 

No.  3A  Autographic  Kodak.  (35ix5'^),      . 
with  Kodak  Anastigmat  leqs/ 7.7.     .     S:?.50 

All  Dialers'. 

EASTMAN  KODAK  COMPANY. 

ROCHESTER,  N,  Y.,  The  Kodak  Ciiy. 


THE  COMBINATION  OF  TYPE  FACES     113 

The  New  Jersey  Zinc  Company's  use  of  the 
large  word  '^Zinc"  in  Caslon  Old  Style  is  an  item 
of  cumulative  good  will.  Much  good  will  and 
prestige  can  be  obtained  by  the  wise  selection  and 
consistent  use  of  one  face  or  family  of  type. 

Many  advertisers  buy  their  own  type  and  set 
their  own  advertisements,  sending  plates  of  the 
entire  advertisement  to  the  papers.  It  is  usually 
possible,  however,  to  get  the  same  type  from  many 
publications,  provided  the  layout  instructions  are 
clear  and  alike  on  all  copy. 


CHAPTER  V 

PUTTING  THE  ADVERTISEMENT  TOGETHER 

We  have  considered  ''The  Kinds  of  Advertise- 
ments/' ''The  Classification  of  Type  Faces"  and 
"The  Combination  of  Type  Faces." 

The  next  step  to  consider  is  how  to  get  the  idea 
through  many  technical  hands  and  yet  preserve 
its  fundamentals.  It  is  also  necessary  that  this 
be  done  at  the  lowest  cost  and  in  the  least  possible 
time. 

There  are  many  kinds  of  layouts.  Some  are 
made  in  a  careful  and  detailed  manner  for  use  in 
obtaining  the  advertiser's  complete  approval, 
some  are  made  by  the  advertisement  builder  for 
use  as  instruction  to  the  engraver  and  compositor 
only,  and  some  are  used  for  both. 

The  "H.  &  H."  layout  was  approved  by  the  ad- 
vertiser, then  used  for  ordering  the  engravings 
and  finally  sent  to  the  magazine  with  sizes  and 
styles  of  type  faces  marked. 

The  "Fox"  layout  was  used  for  ordering  the 
engravings  and  type  composition.  The  instruc- 
tions are  written  in  red  ink  and  the  layout  is  made 
in  black  ink.    This  makes  it  possible  for  the  eye 

115 


Stanidrdize 
XoiiT  Coat  tocm 


i 


© 


"^i-^ 


mP 


The  Har*  S;  Kuichijison  Cb 
M«.wBrtUin.        Contt. 


PUTTING  ADVERTISEMENT  TOGETHER     117 

to  grasp  the  layout  as  a  whole  and  the  technical 
instructions  separately. 

Next  we  show  the  engraver's  part  of  the  job. 
The  oval  with  half-tone  and  spatter  border  is 
made  in  one  plate  and  mounted  on  the  same  block 
with  line  cut  of  the  spatter  border. 

We  then  show  the  compositor's  part  of  the 
w^ork — the  type  and  trade-mark  slug. 

By  this  method  the  type  can  be  set  while  the 
engraver  is  at  work  on  the  cut.  The  engraver  re- 
quires the  layout  for  a  few  minutes  only. 

When  the  engraving  is  received  w^e  put  it  on  a 
job  press  and  take  some  first-class  proofs.  Then 
we  put  the  type  on  the  same  press  and  strike  it 
into  the  engraving  and  we  have  press  proofs  of 
the  finished  advertisement. 

When  the  advertisement  is  approved  we  send 
the  t}T3e,  the  cut,  and  a  press  proof  to  the  electro- 
typer  who  makes  a  masterplate.  (This  is  the  type 
matter  and  cut  put  together  to  conform  to  the 
proof.)  From  this  masterplate  he  makes  an  elec- 
tro for  each  of  the  papers  of  that  size  space  on 
the  schedule. 

In  the  case  of  a  magazine  which  does  not  permit 
the  use  of  electrotypes  we  send  duplicate  original 
cuts  (these  made  from  the  same  negatives  by  the 
engraver  as  was  the  original)  and  with  these  we 


,&A- 


The  Finest  Gun    in  the  World 


A.M.  FOX   GrUN    COWPANYJ 

V<30B  Nor^WEiqMt-emVi  Street,  PHiL/4DEKF>H»/^.P/^ 


"The  Finest  Gun  in  the  World" 


A  Friend' 
Indeed ! 


HERE'S  a  perfect  gun 
—the  "always-there- 
when-wanted"  kirtd 
-^staunch  and  true  —  and 
every  time  you  pick  it  up- 
iVll  seem  to  say:  "If  the  bag 
isn't  full  it's  up  to  you." 

We  are  back  of  this  finest  gun 
in  the  world  with  the  FOX  Proof 
and  the  FOX  Guarantee.  The 
safe  and  sound  "Fox  Proof"  tag  is 
on  every  Fox  Gun.  And  the  FOX 
Guarantee— the  strongest  ever  given 
with  any  gun — is  printed  and  tied 
to  every  genuine  FOX  Gun  sold. 

If  you  are  a  Gun  Lover — or  the 


Son  of  a  Gun  Lover — ask  your 
dealer  about  this  guarantee.  Also 
ask  him.  to  let  you  handle  the  gun. 
Test  it.  No_gun  ever  made  equals 
it  in  simplicity  and  strength,  quality 
of  workmanship  and  a  more-than- 
human  faculty  of  putting  its  charge 
where  your  hand  and  eye  tell  it  to. 
It  will  do  everything  but  retrieve 
the  game. 

If  your  dealer  hasn't  the  FOX 
Gun,  write  us  giving  his  name, 
and  ask  for  catalog 
in  colors.  It  vnll  give, 
the  FOX  Guarantee 
and  details  of  all  our 
guns. 


A.  H.  FOX  GUN  COMPANY 


4000  North  Eighteenth  Street,  PHILADELPHIA, .  PA. 


HERE'S  a  perfect  gun 
—the  "always-there- 
when-wanted"  kind 
—  staunch  and  true  —  and 
every  time  you  pick  it  up 
it'll  seem  to  say:  "If  the  bag 
isn't  full  it's  up  to  you." 

We  are  back  of  this  finest  gun 
in  the  world  with  the  FOX  Proof 
and  the  FOX  Guarantee.  The 
safe  and  sound  "Fox  Proof"  tag  is 
on  every  Fox  Gun.  And  the  FOX 
Guarantee— the  strongest  ever  given 
with  any  gun— is  printed  and  tied 
to  every  genuine  FOX  Gun  sold. 

If  you  are  a  Gun  Lover— or  the 


Son  of  a  Gun  Lover— ask  your 
dealer  about  this  guarantee.  Also 
ask  him  to  let  you  handle  the  gun. 
Test  it.  No  gun  ever  made  equals 
it  in  simplicity  and  strength,  quality 
of  workmanship  and  a  more-than- 
human  faculty  of  putting  its  charge 
where  your  hand  and  eye  tell  it  to. 
It  will  do  everything  but  retrieve 
the  game. 

If  your  dealer  hasn't  the  FOX 
Gun,  write  us,  giving  his  name, 
and  ask  for  Catalog 
in  colors.  It  will  give 
the  FOX  Guarantee 
and  details  of  all  our 
guns. 


A.  H.  FOX  GUN  COMPANY 


4000  North  Eighteenth  Street,  PHILADELPHIA,' PA. 


122     TYPOGRAPHY  OF  ADVERTISEMENTS 

send  a  press  proof  of  tlie  advertisement  as  ap- 
proved with  instructions  to  follow  style  for  type 
in  proof  as  closely  as  possible. 

This  method  insures  the  same  satisfactory  set- 
up of  the  same  copy  in  all  papers  on  the  schedule. 
Where  the  advertiser  cannot  send  complete  set- 
up, a  copy  of  layout  with  full  instructions  will 
come  within  90%  of  complete  satisfaction  in  the 
majority  of  magazines  and  newspapers. 

A  word  about  the  idea  behind  the  Fox  adver- 
tisement. 

It  was  decided  that  this  should  be  the  Passive 
Educational  style,  that  there  should  be  no  display 
in  the  advertisement  except  the  pictures  of  the 
goods  and  the  trade-mark  name  plate. 

Yet  the  advertiser  wished  to  lend  an  atmosphere 
of  strengi;h  and  character  to  his  advertising.  He 
also  wanted  a  unique  border  of  the  same  design 
around  on  all  of  the  advertisements,  something 
that  was  flexible  enough  for  all  sizes  and  styles 
of  advertisements. 

The  Bookman  Old  Style  used  in  this  series  is 
neither  bold  nor  light  face. 

This  face  is  one  of  the  most  easily  read  type 
faces  existent,  and  it  readily  adds  the  element  of 
strength  and  character  to  the  Fox  copy. 

The  spatter  border  was  chosen  because  it  does 


PUTTING  ADVERTISEMENT  TOGETHER     123 

not  attempt  to  be  anything  in  particular — just  an 
even,  clean  and  dignified  mass  of  color.  It  lends 
itself  to  any  size  of  advertisement  because  on 
small  advertisements  the  width  of  the  border  can 
be  narrowed  without  losing  any  of  its  character. 
Such  a  border  as  this  on  every  advertisement 
makes  for  character,  good  will  and  instant  recog- 
nition on  the  part  of  the  reading  public. 

TYPE  FACTS 

Here  is  an  excellent  place  to  give  the  reader  a 
few  type  facts  which  he  may  or  may  not  know. 

The  author  believes  that  these  few  facts  about 
type  are  sufficient  for  any  conscientious  builder 
of  advertisements.  He  also  hopes  that  their  brev- 
ity will  help  toward  clearness  of  comprehension. 

Under  the  new  system  now  used  in  all  printing 
offices,  type  is  measured  by  point  of  body  and 
known  by  name  of  face,  and  whether  all  capitals 
or  capitals  and  lower  case,  written  as  12-Point 
Cheltenham  Old  Style  C.  <&  L.  C,  (ab.  for  Capitals 
and  Lower  Case). 

The  black  rules  beside  the  lines  of  type  in 
''Classification  of  Type  Faces''  chapter  are  placed 
there  to  show  the  difference  between  the  actual 
size  of  the  body  of  the  type  and  the  actual  size 


IM     TYPOGRAPHY  OF  ADVERTISEMENTS 

of  the  face  of  the  t}^e.  There  must  be  room 
below  the  bottom  of  most  letters  in  the  alphabet 
to  take  care  of  letters  that  descend.  The  lower 
case  '^y''  and  ^'g"  are  examples. 

Type  is  measured  by  the  body  size  and  not  by 
the  face  size. 

There  are  72  points  to  the  vertical  inch,  there- 
fore 6  lines  of  12  point  solid  type  would  be  1  inch 
high.  Seven  lines  of  10  point  would  be  1  inch 
minus  2  points.  Nine  lines  of  8  point  make  an 
even  inch  high  as  do  12  lines  of  6  point  type. 

A  square  of  any  type  size  is  known  as  an  ''em" 
and  is  12  x  12  points  or  8  x  8  points,  etc. 

When  determining  the  number  of  ''ems"  in  a 
given  space  we  must  use  the  number  of  "ems" 
of  the  size  of  type  used  for  both  dimensions. 
Some  advertisement  builders  have  figured  that 
the  copy  is  nine  8  point  lines  deep  and  set  eighteen 
12  point  "ems"  wide  (as  all  printers'  widths  are 
measured  on  12  point  "ems,"  or  pica  "ems") 
therefore  they  would  multiply  9  x  18  rather  than 
9x27,  which  is  correct,  to  find  the  number  of 
"ems"  in  the  total  depth  of  the  copy  set  up,  or 
to  be  set.  Always  use  the  solid  rate  regardless 
of  whether  or  not  the  matter  is  "leaded." 

The  advertisement  builder  is  not  so  much  con- 
cerned, however,  about  "ems"  as  he  is   about 


PUTTING  ADVERTISEMENT  TOGETHER  1^5 

words  to   the  square  inch,  hence  the   following 
table: 

Words  per 
sq.  inch 

5  point   (set  solid) 69 

5  point  (spaced  with  2  point  leads  between 

lines)    50 

6  point  Solid   47 

6      ''      2  point  leaded 33 

8      "      Solid    30 

8      ^'      2   point  leaded 21 

10  "      Solid    21 

10  "      2   point   leaded 16 

12  ''      Solid    14 

12  ''      2   point  leaded 11 

14  ''      Solid    10 

18  ''         "       7 


Do  not  set  6  or  8  point  any  wider  than  3  inches 
(which  is  18  pica  ''ems");  10  point  any  wider 
than  41/2  inches  (which  is  27  pica  ''ems");  12 
point  any  wider  than  6  inches;  14  point,  71^ 
inches ;  18  point  can  go  as  wide  as  10  inches. 

If  you  have  wider  measures  to  fill,  split  it  into 
two  or  three  columns ;  it  looks  better  and  is  not  so 
tiresome  to  read. 

Always  leave  room  if  possible  for  type  to  be 
spaced  with  "leads"  (pronounced  leds)  between 
lines,  as  it  makes  for  easier  reading  and  enables 


126     TYPOGRAPHY  OF  ADVERTISEMENTS 

the  eye  to  pick  up  each  line  in  order.  Use  a  size 
smaller  type,  if  necessary. 

From  1  to  2  point  '' leads''  between  6  point 
type;  2  to  3  between  8  point;  2  to  3  between  10 
point ;  3  to  4  points  between  12  and  14  point ;  and 
18  point  can  stand  6  and  sometimes  8  points  be- 
tween the  lines  but  all  of  the  above  are  the  limits 
of  spacing.  More  than  this  weakens  the  general 
appearance  by  making  it  too  gray. 

All  of  the  above  remarks  relate  to  regulation 
old  style  type  faces,  similar  to  Old  Style  No.  15, 
which  are  used  in  most  advertisements,  circulars, 
novels,  magazines,  newspapers,  etc. 

The  reader  has  probably  encountered  difficulty 
when  measuring  other  type  faces  such  as  Book- 
man, Cheltenham  Bold,  etc.,  which  are  wider  than 
the  average  Old  Style  letter. 

If  he  will  compare  the  general  appearance  of 
the  type  faces  he  wishes  to  use  with  an  average 
old  style  letter  the  eye  will  sometimes  gauge  about 
how  many  more  or  how  many  less  w^ords  are 
needed  to  fill  the  small  space  above  or  below  the 
average  w^hich  is  given  in  the  table  shown  in  this 
chapter. 

Cheltenham  Old  Style  is  one  of  the  very  few 
faces  that  are  narrower  than  the  average.  Com- 
pare it  with  the  Old  Style  No.  15  and  then  com- 


PUTTING  ADVERTISEMENT  TOGETHER     127 

pare  the  Bookman  with  the  Old  Style  No.  15. 
In  practically  the  same  space  you  can  get  the  same 
number  of  words  set  in  10  point  Cheltenham  Old 
Style  as  if  set  in  8  point  Bookman. 


CHAPTER   VI 

MAKING   THE  MESSAGE   QUICK   AND    SURE 

No  matter  how  much  or  how  fine  the  material  in  any 
constructed  thing,  if  this  material  is  unorganized  and 
badly  formed  the  result  is  chaotic.^ 

It  is  one  thing  to  put  together  an  advertise- 
ment and  quite  another  to  put  an  advertisement 
together  with  all  the  sales  elements  of  the  copy 
retained  in  the  final  display. 

Until  recently,  great  stress  has  been  laid  on 
the  copy  used,  and  not  enough  on  how  the  copy 
reaches  the  reader— how  the  copy  is  displayed. 

This,  then,  is  really  a  chapter  on  logical  sales 
arrangement  in  print. 

Some  advertising  men  send  copy  and  cut  to  the 
printer  with  instructions  to  ''make  as  good  'set 
up'  as  possible." 

There  are  other  advertising  men  who  give  too 
many  instructions  to  the  printer — some  of  which 
are  impossible. 

* '  *  Principles  and  Practice  of  Advertising, ' ' 

129 


130     TYPOGRAPHY  OF  ADVERTISEMENTS 

Both  ideas  are  wrong. 

The  printer  is  a  mechanic  producing  printing. 
He  can  get  letterheads,  cards,  blotters,  flyers,  and 
the  like  without  any  other  guide  than  precedent. 

The  actual  setting  of  an  advertisement,  how- 
ever, represents  only  a  very  small  part  of  a  sales 
campaign,  and  the  man  whose  constructive  im- 
agination builds  the  campaign  must  oversee  and 
direct  the  printer  who  puts  the  advertisement  to- 
gether. 

As  a  class,  the  printer  is  the  poorest  advertiser 
knoA\Ti  today.  How,  then,  can  advertising  men 
expect  him  to  be  able  to  get  100%  perfect  display 
on  any  proposition  without  outside  help — trained 
sales-producing  brains  1 

The  reason  that  some  printers  think  advertising 
men  have  horns,  and  the  reason  why  some  adver- 
tising men  wonder  how  printers  as  a  class  man- 
age to  keep  dry  on  a  rainy  day,  is  because  they 
do  not  understand  one  another. 

You  do  not  have  to  be  a  printer,  but  you  must 
know  how  a  printer  works  and  what  he  works 
with. 

The  type  faces  used  in  the  advertising  of  today 
are  not  extremely  numerous  or  hard  to  master 
and  apply.  Most  advertising  men  know  what 
types  work  well  together.     If  these  men  cannot 


MAKING  MESSAGE  QUICK  AND  SURE     131 

name  the  type  faces  required  they  can  learn  to 
identify  them. 

The  real  advertising  man  of  today  knows  what 
part  of  th^  copy  is  heading,  if  any.  He  also  knows 
where  the  cuts  would  look  best.  These  and  many 
other  things  come  up  instinctively  when  he  is 
preparing  the  copy. 

The  real  problem  is  to  find  the  proper  classi- 
fication of  the  advertisement  in  mind  and  then 
look  over  the  classification  of  type  faces  that  fit 
the  style  of  advertisement  being  prepared. 

If  this  were  done  more  thoroughly  and  if  more 
care  were  taken  with  the  layout  that  the  printer 
is  to  use,  many  inefficient  advertisements  would 
disappear. 

By  thoroughly,  I  mean  prepared  and  presented 
to  the  reader  with  every  ounce  of  sales-appeal  or 
sales-atmosphere  possible  impressed  upon  the 
reader  at  first  glance. 

About  90%  of  the  readers  of  newspapers  read 
at  least  90%  of  the  headings  and  inscriptions  un- 
der pictures,  while  this  same  number  read  less 
than  two  columns  of  the  body  or  story  portion  of 
the  paper. 

If  the  reader  you  are  after  does  not  *^get'^  your 
message  at  first  glance  either  through  the  head- 
ings and  pictures  of  the  advertisement  or  through 


Safe  underwear  that  protects  you 


^U 


\ 


against  winter  colds — against  getting  over- 
heated and  then  chilled — against  ex- 
posure that  leads  to  nose-and-throat- 
trouble,    pneumonia     and     doctor's     bills. 

Duof  old  Underwear 

guards  your  health.  Duofold  is  two  fabrics — cotton  and  wool 
—knitted  together  with  air-space  between.  The  cotton  ab- 
sorbs excessive  perspiration.  The  air-space  dries  it.  And  the 
wool  keeps  you  warm. 

You  have  warm  wool  to  keep  in  the  natural  heat  of  the  body 
— but  no  uncomfortable  "woolly"  feeUng,  because  fine  soft 
cotton  is  next  the  skin. 

Duofold  is  about  half  the  weight  of  average  winter  under- 
wear It  gi\es  all  the  advantages  of  cotton  and  wool  with 
none  of  their  disadvantages. 

Duofold  doesn't  shrink. 

Made  in  Union  and  Two-Piece  Suits  for  Men,  Women 
and  Children. 

Write  us  for  free  sample  of  the  fabric,  and  our  "  Comfort 
and  Health  Underwear  "  Booklet  which  tells  about  preventing 
unnecessary  colds. 

Duofold  Health  Underwear  Co.,  59  Elizabeth  St.,  Mohawk,  N.  Y. 


\ 


Duofold  Underwear 
Guardsl^wHeaHh 

WRITE  gs   FOR  FREE   SAMPi-E  :=3 ■'-.^=:z-^=^~  ^ZT 

POOFO1.0    HCAl-TH  UNPERWe^l?    OOj  V^  Eti**t>«^li  Sf.^Mohivyk^  V.V' 


'N 


MAKING  MESSAGE  QUICK  AND  SURE     133 

a  clean  and  beantiful  make-up  of  the  advertise- 
ment then  there  is  a  weak  link  in  the  building 
chain. 

Some  advertisements  have  no  headings;  yet 
their  make-up  is  such  as  to  suggest  quality  and 
distinction  in  connection  with  a  picture  of  the 
article  advertised.  Eastman's  even-toned  adver- 
tisements are  an  example. 

There  are  also  some  advertisers  whose  names 
attract  attention  either  because  of  previous  ad- 
vertising or  service  and  leadership  in  a  certain 
line.  Grape-Nuts  is  known  because  of  much  pre- 
vious advertising,  while  Tiffany  is  known  for  the 
ultimate  in  jewelry.     These  are  exceptional. 

My  idea  is  that  the  heading  and  picture  and 
trade-mark  (or  trade-name)  should  tell  a  com- 
plete, definite,  easily  remembered  story. 

To  illustrate :  the  Duof old  advertisement  at  the 
top  of  page  132  does  not  mean  anything  more  to 
me  than  another  brand  of  underwear. 

In  my  revision  I  have  not  changed  the  copy  in 
any  respect — merely  the  display. 

The  five  words  ^^  Duof  old  Underwear  Guards 
Your  Health''  mean  something  more  than  just 
another  brand  of  underwear. 

Why  did  the  printer  not  see  this!  Because  he 
does  not  have  the  sales  instinct.     Why  did  the 


134     TYPOGRAPHY  OF  ADVERTISEMENTS 

printer  set  the  top  advertisement  as  he  did!  Be- 
cause he  has  an  inherited  precedent  and  tendency, 
when  given  free  rein,  to  display  the  first  line  of 
the  copy  and  the  name  of  the  goods  advertised. 
Whereas  the  copy  does  not  call  for  a  heading  be- 
cause the  real  heading  in  this  case  is  the  name 
and  the  combined  five  words  of  the  copy  near  the 
center  of  the  advertisement. 

Who  is  to  blame!  The  man  who  prepared  the 
advertisement  to  a  large  extent,  because  he 
should  have  governed  the  display  and  not  have 
left  it  to  chance  and  the  printer.  He  should  have 
made  an  intelligent  layout  and  done  all  his  choos- 
ing of  type,  borders,  size,  etc.,  before  calling  in 
the  printer. 

** Doesn't  the  printer  know  his  own  business 
better  than  I  do  T '  some  will  say.  Yes,  but  he  does 
not  know  your  business  or  your  problems. 

To  the  man  who  buys  spark  plugs  the  Champion 
Spark  Plug  advertisement  is  nothing  more,  at 
first  glance,  than  another  Champion  advertise- 
ment. 

The  real  reason  behind  the  advertisement — 
the  new  improvement  in  the  goods — is  not  shown 
at  first  glance.  This  feature  is  the  copper  gas- 
kets. 

I  have  made  a  revised  layout  which  I  believe 


MAKING  MESSAGE  QUICK  AND  SURE     135 

contains  considerably  more  interest.  The  vital 
message  is  more  dominant. 

As  the  name  of  the  goods  is  not  mentioned  until 
the  fourth  line  we  change  the  location  of  the  name 
plate.  This  also  makes  for  a  better  division  and 
arrangement  of  color  in  the  advertisement. 

My  idea  of  finding  a  real  selling  point  and  mak- 
ing this  point  quick  and  sure  is  contained  in  the 
Lisk  Mfg.  Co.  advertisement. 

In  this  case  it  was  a  matter  of  instructing  the 
artist  who  lettered  the  headline  '' Self-Basting. '* 

Any  woman  who  has  spent  hours  bending  over 
and  reaching  into  a  hot  oven  to  baste  a  roast  will 
be  immediately  interested  in  this  advertisement 
because  of  the  emphasis  of  the  self-basting  fea- 
ture. 

And  yet  this  was  only  one  of  many  roasters  ad- 
vertised in  the  same  magazine.  But  many  of  the 
others  either  overlooked  or  did  not  properly  dis- 
play this  feature — self-hasting, 

Charles  Austin  Bates  once  said,  ^'Find  the  one 
thing  that  makes  your  product  a  wee  bit  different 
from  your  competitors  and  advertise  that.'' 

But  the  advertisement  builder  must  be  on  the 
alert  to  see  that  artists,  printers,  engravers,  etc., 
get  this  selling  point  over.  His  must  be  the  guid- 
ing hand. 


hampion 

'TOUDO  kMOC  rO»  TMI  WnOU  WORLDS  TKA»C° 

Dependable^    Spark   Pluqs 


Those  Copper  Gaskets 

Are  Asbestos-Cushioned 

To  Save  the  Porcelain 

If  your  porcelain  insulator  breaks,  your  spark   plug  is  out  of  business. 

There's  nothing  for  it  but  a  new  insulator  or  a  new  plug. 

The  rapid  succession  of  explosions  in  your  cylinders  beat  with  full 
force  on  the  shoulders  of  the  insulators  of  your  spark  plugs. 

Champion  plugs  are  made  with  two  asbestos-cushioned  copper  gaskets, 
Cpatetited  f?y  us  April  25,  IQ16)  to  protect  the  porcelain  _and  prevent  loss 
of  compression. 

That  IS  one  big,  exclusive  feature  which  accounts  for  the  greater  de- 
pendability of  Champion  Spark  Plugs. 

And  their  greater  dependability  accounts  for  the  fact  t.iat  more  plugs 
of  this  type  are  in'  use  today  than  any  other  plug  ever  designed. 

And  this  same  condition  has  existed  for  years. 


Champion  Dependability  and  the 
reasons  for  it  should  be  remembered 
when  you  replace  the  plugs  in  your 
motor. 

There  is  a  Champion  Plug  designed 
especially  to  serve  the  particular  kind 


of  motor  you  have  in  your  car. 

Your  dealer  knows  which  Champion 
you  need. 

Be  sure  the  name  "Champion"  is 
on  the  porcelain— not  merely  on  the 
box. 


Champion  Spark  Plug  Co.,  610  Avondale  Avenue,  Toledo,  Ohio 


THOSE  COPPER  GASKETS 

Are  Asbestos-Cushioned  To  Save  the  Porcelain 

If  y6u\   porcelain  insulator  breaks,  your  spark  plug  is  out  of  business. 
There's  nothing  for  it  but  a  new  ins'ulator  or  a  new  plug. 
The  rapid  succession   of  explosions  in  your  cylinders  beat  with   full 
force  on  the  shoulders  of  the  insulators  of  your  spark  plugs. 


hampion 


Dependable    Spark  Pluqs 

LhaJnpion  plygs  are  made  with  two  asbestos-cushione(f  copper  gaskets, 
(patented  by  us  A^i  il  2$  IQ16J  to  protect  the  porcelain  and  prevent  loss 
of  compression. 

That  is  one  big,  exclusive  feature  which  accounts  for  the  greater  de- 
pendability of  Champion  Spark  Plugs 

And  their  greater  dependability  accounts  for  the  fact  that  more  plugs 
of  this  type  are  in  use  today  than  any  other  plug  ever  designed. 

And  this  same  condition  has  existed  for  years 

Champion    Dependat>ility    and    the  Df  motor  you  have  in  your  car. 
reasons^  for  it  should  be  remembered  Your  dealer  knows  whicffCharapion 

whrn  you  replace  the    plugs   m   your  you  need, 
motor  Be  sure  the   name    "Champion"  is 

There  IS  a  Champion  Plug  designed  on  'he  porcelain-^nol  merely  on   the 

jspeciqlly  to  serve  the  particular  kind  'jox. 

Champion  Spark  Plug  Co.,  610  Avondale  Avenue.  Toledo,  Ohio 


Your    Christmas    Turkey    Will    Be    Deliciously 
Roeisted  from  Drumstick  to  Wing  if  You  Use  a 


Lisk    Long-Service    Household    Utensils 


Enameled  Coffee  Percolator 

A  new  enameled  percolator  at  a  moderate  price. 
Seamless  steel  pot  with  four  coats  of  Turquoise  Enamel. 
Nickel  plated  cover ;  glass,  lop.  Heavy  pure  aluminum 
coffee   receptacle   and   pump.     Sanitary      Attractive, 

Enameled  Double  Boiler  or  Steamer 

Inset  with  perforations  for  steam.  Cooks  two  dishes  at 
once.  Labor  saving;  fuel  saving.  Use  it  for  New  Eng- 
land Dinner,  Sauerkraut  and  Sausage,  and  (or  pud- 
dings,   dried    fruits,    vegetables,  etc.     Two  sizes. 

Lisk  Ware  is  Sold  by  the  Leading  Hardware  and   Housefurnishing  Stores  f^^ 
Run  No  Risk  — Be  Sure  It's  Lisk 

THE  LISK  MANUFACTURING  COMPANY.  Ltd 
Canandaigua,  New  York 


Nickel  Plated  Tea  Kettle 

Ask  your  dealer  for  the  Lisk  heavy  nickel  plated  cop- 
per  tea  kettle  \^ilh  the  Steel  Ring  around  the  bottom. 
Protects  the  keltle  just  where  the  wear  comes. 

Anti-ftust  Wash  Boiler 

The  famous  original  non-rusting  boiler  In  addinon  to 
the  anti-rust  construction  it  has  all  the  special  conven- 
ient features:  Hook  Handles  make  it  easy  to  empty — 
Seamless  Cover,  no  sharp  edges  to  cut  the  hand,  no 
Clacks  to  rust  — Soap  Shaver — Hook-on  Cover 

aidware  and   Housefi 


^mn 


V 


k 


Does  price  cheapness  make 
a  preservative 
more  desir- 
ablef 


Nature  was  certainly  good  to  the  Pond 
People  last  winter,  and  the  makers  of  hy- 
i;eic  ice  cannot  compete  with  Nature — in 
price*.  But  in.  cleanliness,  healthfulness 
and  lasting  qualities  they  can. 

Thcrc'foro,  it  is  a  question  whether  nat- 
ural ice  is  cheaper  than  Hygcic  Ice — after 
all. 

Orders  are  being  recorded  for  future  de- 
livery. 


140     TYPOGRAPHY  OF  ADVERTISEMENTS 

My  idea  of  a  first  glance  without  any  definite 
meaning  of  any  kind  is  the  Hygeic  Ice  advertise- 
ment. The  illustration  is  as  suitable  for  several 
other  products  as  it  is  for  ice.  The  idea  of  clean- 
liness (and  I  admit  that  this  advertisement  has  a 
cleanly  appearance)  could  still  be  retained  if  a 
strong  heading  such  as  ''Is  Pond  Ice  Really 
Cheap  r^  were  used  at  the  top  of  the  advertise- 
ment. 

It  needs  something  dominant. 

I  realize  that  the  copy  in  the  advertisement  is 
weak  and  flat  but  I  use  it  for  showing  methods  of 
display  only. 

Now  we  come  to  the  Crow-Elkhart  advertise- 
ment. The  original  shows  an  elaborately  hand- 
lettered  heading.  This  is  undoubtedly  very 
expensive. 

Isn't  it  a  fact  that  automobile  prospects  are 
solicited  to  a  point  of  boredom  with  stories  of 
truly  wonderful  cars?  Isn't  the  story  itself  more 
interesting? 

The  first  paragraph  of  this  copy  tells  a  startling 
and  interesting  fact.  Why  is  not  this  fact  in 
itself  a  better  heading!  And  by  eliminating  this 
handlettering  at  the  top  we  give  the  goods — the 
automobile — a  chance. 

There  is  another  thing  about  this  advertisement 


MAKING  MESSAGE  QUICK  AND  SURE     141 

which  is  like  many  in  this  respect,  and  that  is — 
why  use  the  name  plate  for  an  ultimate  climax? 
Would  a  salesman  save  the  name  of  his  goods  for 
an  ultimate  climax  f 

In  my  revision  I  have  tried  to  get  a  more  logical 
display,  a  better  grouping,  and  therefore  a  more 
interesting  and  appealing  display  at  first  glance. 
Notice  the  re-arrangement  of  the  bottom  part. 

The  copy  in  the  Trenton  Potteries  advertise- 
ment makes  no  effort  to  sell  the  ''Si-Wel-Clo" 
closet.  You  would  not  believe  this  statement  by 
a  first  glance  at  the  original  advertisement. 

The  copy  is  selling  "Impervio  China''  and 
^' Ideal  Porcelain"  for  all  plumbing.  It  is  trying 
to  create  a  demand  on  the  plumber  for  these 
goods. 

We,  therefore,  see  no  reason  for  the  illustra- 
tion of  the  closet.  We  realize  that  there  is  a  lot 
of  cumulative  value  in  the  name  ^  ^  Si-Wel-Clo ' ' 
and  we  would  retain  the  trade-name  cut.  In  the 
final  analysis  it  is  the  name  on  which  a  prospect 
should  be  sold — the  specially  designed  name. 

And  because  this  closet  section  of  the  copy  is  a 
sort  of  a  postscript,  why  not  treat  it  as  such  and 
put  it  at  the  bottom? 

We  believe  our  revised  layout  gives  the  head- 
ing a  real  chance  to  be  seen,  connects  the  main 


During    Nine    Years— almost    the    lifetime: 

of     the     industry  — Martin    E.  Crow     has 

built  this  SAME  CHASSIS! 


No^  Custom  Made    in  Cav-Op^^-^notSc^  /9/7  g'-c^t  fediure 


Poll  0.7  Spuut.  B.O.. 


See   Crow- Elkhat-V  Cai^  a*^ /Ml  Automobile  Shows 


^  CROW-  ELKHART     r^^OTOR     CO. 

Dept.S.,  ELKHART,  INIV 


THE  TRENTON    POTTERIES  CO, 


SILENT  CLOSET 


Just  as  truly  as  you're  living,  he'll  be  back 
— if  you  don't  "make  sure  you  have  the 
right  kind  of  plumbing  in  the  first  place. 

And  every  reset  water  closet,  every  kitchen  sink  or  laundry  rub  he  replaces,  will  make  you 
wish  you  had  heeded  our  word  and  bought  goot/ plumbing  For  the  plumber's  time  is  almost 
half  your  expense,  and  no  plumbing  fixture  we  make  will  cost  as  much  as  an  inferior  one, 
plus  replacement,  plus  plumber's  time. 

THE  TRENTON  POTTERIES  COMPANY 

'Itnpervio"  China  and ''Ide^r  Porcelain 

15  Virtually  a  home  insurance.  So  hard  is  the  glaze  baked  on  that  any  amount  of  service  will 

not  mar  its  beauty  and  usefulness.  A  dampened  cloth  removes  any  dirt  easily  because  of  this 
density  of  the  glaze.  Pure  white,  glistening  "Impervio"  China  and  "Ideal" 
Porcelain  will  make  your  bathroom,  kitchen  apd  laundry  showrooms  of 
your  home.  This  is  not  necessarily  true  of  all  plumbing  fixtures.  All  clay 
plumbing  fixtures  have  not  the  same  durability  and  richness  of  glaze.  There 
is  only  one  way  to  be  sure  of  getting  the  right  kind. 
Our  interesting  and    Specify  the  ware  of  a  reliable  manufacturer  and  look  for 

ri-j-n-riTni    '"Ba'throomsofC^r:    the  trade-mark  before  installing. 

eC^^mn     tnllLJ'J^tttlZ  THE  TRENTON  POTTERIES  COMPANY 

•^^^^^^^^     plutbfnf^f^  TRENTON.  NEW  JERSEY,  U.S.  A. 

AskforBookletP.  18    MAKERS  OF  THE  SILENT  SI-WEL-CLO  CLOSET 


When  +be 
Plumber 
Com€5 
Bdck 


I— 


Our  interesting 
and  instructive 
book,  "Bath- 
rooms c(  Char- 
acter," will  aid 
you  in  selecting 
therightplumb- 
ing  fixtures. 
Ask  for  Book- 
let P.2. 


TRENtOM         POTT£:R\e.S      COMPANY 

IMPERVJO'Ch/WA  and 

JJ  deal"  PoRCEtAlN 


Potteries  corvip^r^Y 

'"'•fc.^s  .HU^SI  Wfi-tO   J."l«-f  Q=^fc+ 


THE   TRENTOrJ    POTTERIES  CO. 

SILENT  CLOSET 


146     TYPOGRAPHY  OF  ADVERTISEMENTS 

idea  of  the  copy  with  the  heading  and  gives  more 
force  to  the  booklet.  It  also  allows  the  use  of 
proper  margins  between  type  and  rules  and  gives 
us  more  room  to  use  larger  type.  Fancy  type 
faces  are  difficult  to  read  at  best  and  the  small 
sizes  are  still  more  difficult  w^hen  not  properly 
leaded  or  spaced. 


CHAPTER   VII 

PICTURES    AND    ENGRAVINGS 

The  Forceful  Educational  style  of  advertise- 
ment is  really  a  little  story  from  real  life  and, 
therefore,  a  good  picture  should  be  used  with  this 
style  of  advertisement  whenever  possible.  It 
helps  attract  the  reader  and  also  makes  the  read- 
ing easier. 

Some  advertisement  stories  are  very  far- 
fetched, and  for  that  reason  should  be  treated  as 
the  magazine  editors  treat  fiction— use  wash 
drawings. 

Whether  the  picture  should  actually  be  a  wash 
drawing,  a  crayon  drawing,  a  photograph  or  a  line 
drawing  is  something  that  must  be  decided  by  the 
nature  of  the  appeal  and  the  medium  in  which  it 
is  to  appear. 

It  is  simply  a  matter  of  taste  as  to  whether  the 
wash  drawing  in  the  Valspar  advertisement  is 
better  than  the  crayon  drawing  in  the  Alexander 
Hamilton  Institute  advertisement.  I  prefer  the 
crayon  treatment  because  it  is  not  so  common- 
place. 

147 


&  me  by  Yalmbne  &  Company 


He  wanted  to  make  sure 
the  Varnish  was  Valspar! 


ILTE  had  seen  our  advertisements 
■*•  •■•  picturing  a  man  pouring  boil- 
ing water  on  a  V'alsparred  table  so  he 
decided  to  maie  t/ie.iame  test  on  his  oiLm 
newly    vamiihed  floor 

This  little  scene  actu- 
ally took  place. 


VALENTINE'S 


SEAR 


The  family  was  very 

much    startled  —  but    they    survived 

the  shock. 

And  so  did  the  floor    for  it  really  iviJi 

Vahparred. 

Therefore,   even  the    boiling  water 

could   not  spot  it  white  or  harm  it  in 

the  slightest. 

That's  why  Valsparred  floors  are  so 
desirable— to  clean    them   you   simply 


The  Vvmsla  TTiar  Won't  Turn  Whit* 


wash  them  with   hot  water— even  hot 
soapy  water. 

Thus   our   friend  thoroughly    satisfied 
himself  on  two  points — 

Fint,  that  our  adver- 
tising claims  for  Val- 
spar are  true,  and 
Second,  that  he  got 
Valspar  Varnish  on  his 
floor    ai    ordered. 

And  so,  this  man,  like  many  others  who  have 
tested  Valspar,  decided  then  and  there  to  use 
nothing  else  when  varnish  was  needed. 
Valspar  may  be  had  from  most  good  paint 
and  vaniish  dealers.  You  ivill  knoiu  luhere 
to  buy  it  by  the  large  posters  in  the  Jeaters' 
-vjinJonxis 

Special  Trial  Offer 

Seed  iu  ten  ccnis  in  sumps  and  we  will  forward  a  imall  can 
of  Valvar,  enough  to  Bnish  a  small  cbair  or  table. 


VALENTINE  &  COMPANY,      450  Fourth  Avenue,      New  York  City 

Largesl  Manu/aclurers  of  High-gradt  VamuKea  in  Uit   World 
New  York  Chicato  ...ot  \/Al-EK|TINrC  „.. 

Boston  Toronto  VArINISHLO 

ESTABUSHED  1852 


"He's  in  That 
Chair  Because 

"He  never  slopped  growing.      Right  now,  he  i 
getting  ready  to  swing  bigger  deals  than  ever  before 

"I'm  going  to  follow  the  president's  lead. 

"I'm  going  to  prepare  myself  to  swing  big 
deals,  too. 

"I'm  going  to  make  myself  a  power  in  thi$ 
business. 

"  I'm  going  to  get  hold  of  the  knowledge  and 
the  training  that  other  men  are  using  to  make 
themselves  successful. 

"I'm  going  to  enroll,  today,  for  the  Modern 
Business  Course  and  Service  that  the  president 
is  always  talking  about." 

Here  are  a  few  of  the  presidents  who  are  using 
and  recommending  the  Modern  Business  Course 
and  Service:  H.  C.  Osborn,  President.  Ameri- 
can Multigraph  Sales  Company;  S.  G.  Mc- 
Meen,  President,  Columbus  Railway  &  Light 
Company;  George  D.  Locke,  President,  Kan- 
sas City  and  Memphis  Railway  Company  ;  C. 
R.  Hardy,  President,  Rock  Falls  Manufactur- 
ing   Company;  Alfred    I.    duPont.    President, 


DuPont  Powder  Company;  W  S.  MacGlashan, 
President.  The  Beaver  Board  Companies; 
Melville  M.  Mix,  President,  Dodge  Mariufac- 
turing  Company;  C.  Edwin  Michael,  President, 
Virginia  Bridge  and  Iron  Company. 

The  Modern  Business  Course  and  Service  is  a  »Kort 
cut  lo  the  broad  Itnowledge  that  makes  a  large  part  of  the 
difference  between  the  president  and  his  subordinate. 

It  covers  advertising,  selling,  financing,  accountiug, 
credits,  banking,  correspondence  and  commetcial  law. 


leade 


of  America 


It  is  big  enough  for  the  bu 
It  is  not  too  big  for  those  who  expect  to  be  numbered 
among  the  leaders  of  tomorrow. 

It  Is  thorough,  pi-aclica!  and  interesting. 

Your  position  and  income  two  years  from  now  de. 
pend  on  what  you  do  now.  You  will  get  suggestions 
that  will  help  you  by  sending  now  for  "The  Abil«y  to 
(Handle  Men"  and  full  information  about  the  Modern 
Business  Course  and  Service. 

Simply  request  it  on  your  business  leHethead,  or  use 
the  attached  coupon. 


Alexander  Hamilton  Institute 


19  A.tor  Place,  New  York  City 


obligation  »rnd  mt  your  book.    'Tht   Ability   lo  H.ndlt  Mtn."  «nd  full 
ce.     (\Vrilc  your  namf .  addrcw  and  butinnt  position  briow.) 


''It  Never  Slips,  BilV 

That  is  the  expression  you  will  always 
hear  from  the  man  that  uses  a 

GOES  WRENCH 

It  can't  slip.  The  tough  semi-steel  jaws 
grasp  the  nut  or  bolt  head  in  a  vice-like 
grip.  There  is  no  give  or  spread  to  the 
jaws  that  "chews"  the  nut  when  heavy 
pressure  is  exerted.  Put  all  your  weight 
on  the  handle.  You  cannot  bend  or  break  it, 
and  the  jaws  wiH-iiot  slip. 

When  you  buy  a  wrench,  be  sure  and  say — 
"Goes." 

GOES   WRENCH   COMPANY 

Worcester;  Mmc.,  U.  S.  A. 

Agents:  7.   C.   HcCarty  &  Co.,  29  Murray  St.,  Kew  York. 
John  H.  Graham  &  Co.,  113  Chambers  St.,  Kew  York. 


PICTURES  AND  ENGRAVINGS  151 

Many  pieces  of  copy  are  not  so  fictitious.  These 
are  best  illustrated  with  photographs  of  live 
models.  Men,  women  and  children  of  any  age 
or  type  can  be  secured  to  act  the  picture  for  illus- 
trating the  story  in  the  advertisement. 

Many  railroad  men  will  look  at  the  Coe's 
Wrench  advertisement  as  it  now  stands  and  say, 
''None  of  the  boys  ever  said  that.''  AVhereas 
a  real  photograph  of  two  of  "the  boys"  would 
have  helped  to  prove  that  "the  boys"  did  say  so. 
Your  message  is  much  more  convincing  with 
photographs  of  live  models. 

With  an  ordinary  kodak  and  a  few  hours'  time, 
a  photograph  of  two  real  railroad  men  could  have 
been  secured  for  the  same  cost  as  the  drawing 
used  in  the  Coe's  wrench  advertisement. 

If  you  do  not  as  yet  believe  that  real  live  model 
photographs  are  the  coming  thing  in  advertising 
just  look  at  the  boy  and  cake  picture. 

I  have  never  seen  a  drawing  of  a  boy  that  could 
compare  with  this  photograph  for  real  action. 
This  is  a  perfect  piece  of  acting  and  only  a  few 
parents  will  miss  it. 

Swift  &  Co.  once  ran  a  series  of  advertisements 
which  used  dealers'  photographs  and  their  testi- 
monials. The  one  shown  here  has  been  in  my  data 
files  for  some  time. 


PICTURES  AND  ENGRAVINGS  153 

As  an  idea  this  scheme  has  great  possibilities 
when  it  can  be  used  in  the  dealer's  locality.  Mrs. 
Jones  will  be  interested  to  see  the  likeness  of  her 
tradesman  whether  she  admires  him  or  his  meth- 
ods or  not.  Mr.  Tradesman  will  get  a  warmer 
feeling  for  the  advertiser  also.  His  picture  in 
the  papers  is  no  small  event!  Most  of  us  are 
human. 

Live  people  are  interested  in  other  live  people. 
This  is  partly  why  the  movies  are  more  popular 
than  the  art  galleries. 

My  idea  of  an  ideal  illustration  is  that  used 
in  the  Hammermill  Bond  advertisement.  This  is 
a  photograph  in  the  foreground,  and  a  crayon 
drawing  background  put  in  by  an  artist.  This  is 
the  best  method  because  the  background  can  be 
subdued  in  the  picture  and  the  emphasis  placed  on 
the  photograph  of  model  wdth  the  goods. 

Many  photographs  and  pictures  have  no  con- 
trast between  the  background  and  the  picture  it- 
self. This  produces  a  flat  and  uninteresting 
whole. 

When  it  comes  to  showing  the  goods  themselves, 
try  to  use  a  real  photograph  with  as  little  re- 
touching as  possible.  This  is  seldom  possible, 
however,  because  most  advertisers  want  to  see 
their  goods  idealized- 


'It  is  not  necessary  to 
parboil  this  ham  be- 
fore broiling  or  frying" 


Potter's  Grocery  &  Market 
3532  Indiana  Avenue  Chicago 


"Swift's 
Premium" 
Ham 

Put  "  Swift's  Premium 
Ham  directly  into  the 
frying  pan  or  onto  the 
broiler,  and  it  will  re- 
tain its  original  delight- 
ful flavor  and  will  not 
be  salty.     Try  it. 

Swift  (^Company 


ife 


) 


Written  by  a 
rw^*      I  1  t«  Treasurer 

"They  call  me  a  Tightwad" 

We  have  a  lot  of  young  enthusiasts  running  depart- 
ments, who  would  drive  us  into  bankruptcy  in  a  year  if 
I  didn't  pose  them  on  th^  carpet  about  once  a  month  and 
put  the  fear  of  the  Banl'.  Balance  into  their  souls.  The 
President  is  the  worst  of  the  lot.  "Get  results ! "  he  yells; 
"hang  the  cost." 

The  advertising  manager,  in  his  expansive,  free  handed 
way,  was  going  to  send  out  one  hundred  thousand  form 
letters  on  our  best,  lithographed,  18c  a  pound  stationery. 
After  a  few  kind  words  from  me,  he  found  a  splendid 
paper,  firm  and  fine  in  texture,  with  a  quality  feel  and 
rattle,  that  costs  less  than  9c  a  pound,  east  of  the  Missis- 
sippi. We  didn't  save  any  money  for  he  sent  out  twice  as 
many  letters  instead.  That  shows  what  I  have  to  contend 

with.  The  paper  is 
Hammermill  Bond 
form  let- 


115(8)80©        .";:...-. 

Send  for  a  valuable  book,  "The  Signal  System,"  and  for 
a  big  portfolio  of  samples  in  12  colors,  including  forms, 
letterheads,  etc.,  suited  to  your  business.  Please  mention 
your  business  and  position. 

HAMMERMILL  PAPER  CO.,  ERIE,  PA. 


*g»«**4 


I0«  EACH 


Also  made  in 

lOctabletsby 

Western 

Tablet  Co. 

St   Joseph. 


/ 


Send  for  cata- 
logue with  actual 
color  plates 


1  M©<ii[p[?ll®XS  1 

1  ioMSM  m^©m  1 

Mills  at 
Dulufh 
Minnesota 


IN  A  HUNDRED  COLOR  COMBINATIONS 

Klearflax  Linen  Kugs  add  a  new  and  distinctive  touch  to  every  room. 
They  are  made  in  pleasing  color  combinations,  and  decorators  are 
now  using  them  extensively.  They  lie  flat,  won't  wrinkle  like 
other    rugs.       Reversible    and   washable.      Outwear   the  old    kind. 


WESTERN    RUG    CO.,     212    Fifth    Ave.,    New    York 


PICTURES  AND  ENGRAVINGS  157 

The  Klearflax  Rugs  advertisement  is  one  case 
where  very  little  retouching  has  been  used.  The 
furniture  in  the  background  furnishes  a  natural 
setting  for  the  rug  and  adds  wonderfully  to  the 
interest  in  the  entire  picture. 

There  are  six  methods  of  making  a  halftone: 
They  are  the  Square, 

Silhouette, 
Vignette, 
Phantom, 
High  light, 
Combination. 

The  Valspar  picture  is  a  square  halftone. 

The  Klearflax  picture  is  a  silhouette  halftone. 

The  McKay  Table  Pad  advertisement  uses  a 
vignette  back  of  the  table. 

Vignettes  are  supposed  to  fade  the  picture  into 
the  paper.  On  the  fast  moving  presses  which 
print  magazines  the  fading  scheme  is  seldom  suc- 
cessful.   It  seldom  gives  good  results. 

For  letterpress,  booklet  and  catalogue  work, 
where  the  presses  move  more  slowly  and  more 
time  is  taken  to  make  the  plate  ready  to  print, 
the  results  are  excellent. 

The  two  portraits  shown  give  an  idea  for  some- 
thing that  can  be  substituted  for  a  real  vignette. 


i^  McKay  Ventilated  Table  Pad 

Spill  a  Gallon  of  Hot 
Qravy 

on  the  surface  of  a  MeKAY  Table  Pad,  and  not  a  drop  ol  it 
will  reach  your  table,  nor  will  any  of  It  be  absorbed  by  the 
pad.  When  your  meal  Is  over,  the  surface  of  the  pad  may  be 
washed  clean  with  soap  and  water,  or  a  wet  cloth  without  re- 
tfDOxIng  It  from  the  table  and  not  a  trace  of  the  liquid  will 
remain.  This  Is  but  OXE  of  the  exclusive  features  of  this  pad 

Asbestos  lined  air  chambers  throughout  the  body  of  the 
pad,  providing  a  circulation  of  air  that  absorbs  and  carries 
away  the  heat,  keeping  the  pad  dry  and  sanitary,  and  at  the 
same  time  entirely  heat-proof.  By  simply  Inverting  the  pad. 
the  beautiful  felt  (or  flannel)  bottom  makes  an  excellent  card 
table  out  of  your  dining  table.  A  positive  guarantee  that 
your  table  wUl  not  be  injured  by  heat  or  hot  liquids  while 
covered  by  a  McKAY  TABLE  PAD. 

Leaves  and  luncheon  mats  made  In  the  same  manner. 
Do  not  buy  your  table  pad  or  luncheon  mats  until  you  have 
Been  these,     accept  no  sub^titvte. 

Write  us  for  samples,   booklet,  etc. 

LYDON  BRICHER  MFG.  CO. 

231  Central  Ave.,  Minneapolit,  Minn. 


Cool  silky  gauze 

Imagine  how  delightfully  cool  your  foot  wouia  be  with  only 
half-an-ounce  of  sock  on  it.  Yet  you  can  enjoy  this  cool  comfort 
without  giving  up  good  wear  if  you  get 

No.  599-Only  25c 

(East  of  Rocky  Mountains) 

This  gauze  sock  is  so  completely  reinforced  every  place  where 
Chere  is  wear,  that  it  gives  surprisingly  long  service.  Its  silken, 
soft  finish  makes  a  handsome  appearance  on  the  foot.  No.  599 
will  prove  that  you  can  get  good  wear  in  a  gauze  sock. 

Order  some  direct  from  us,  if  you  don't  kno%v  of  a  nearby 
Iron   Clad   dealer  —  we   send   package   postpaid.      Colors: 
Black,  White.   Heliotrope.   Dark  Grey  and   Palm   Beach. 
(These  colors  are  made  with  aniline  dyes  and  fully  cov 
ered  by  our  "Iron  Clad  Guarantee.")     Sizes  9  to  UJ-j. 
Price  25c,  east  of  Rocky  Mountains.    Be  sure  to  state 
size  ar)d  colors  wanted. 

You  ought  to  have  our  huidsoine  catalog 
—not  an  ordinary  booklet,  but  a  splendidly  printed 
display  of  Iron  Clads  for  the  whole  family.    Illus- 
trations in  full  colors;  write  for  free  copy 

COOPER.  WELLS  &  CO. 
2 1 2  Vine  Street.  St.  Joseph,  Mich. 


^  "'O    "   •  '^l^p^^^         ».«T.  OFF  |g^ 


PICTURES  AND  ENGRAVINGS  159 

This  sharp,  hand-tooled  finish  always  repro- 
duces well. 

The  Iron  Clad  hosiery  advertisement  utilizes 
the  phantom  halftone.  So  does  the  McKay  Table 
Pad  advertisement. 

Phantom  halftones  are  sometimes  the  work  of 
the  artist  on  the  drawing  and  sometimes  the  ma- 
nipulation of  a  regulation  halftone  picture  by  the 
engraver.  It  always  requires  close  cooperation 
between  artist  and  engraver. 

The  phantom  effect  can  be  produced  entirely 
in  line.  This  fact  is  proven  in  the  Auster  Tcn- 
neau  Shield  advertisement. 

The  gray  shoe  line  which  gives  the  phantom 
effect  in  the  Iron  Clad  hosiery  advertisement  is 
partly  silhouette  halftone  and  partly  high-light 
halftone. 

The  background  of  the  White  Horse  Scotch 
advertisement  is  a  high-light  halftone. 

This  method  is  a  line  drawing  in  black  ink  on 
white  paper.  Then  a  cut  is  made,  using  a  halftone 
screen  of  dots  between  the  drawing  and  the  plate 
which  chops  the  lines  into  dots.  The  plate  is  then 
etched  to  a  depth  that  will  produce  the  desired 
gray  color. 

These  exhibits  do  not  reproduce  very  clearly 
because   it    is    very   difficult    and    seldom    satis- 


liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiyiiiiiiiiiiiiiiiiiiiiiiiiiiir.111111111111^ 


AN  IDEAL   GIFT 
FOR  A  MOTORIST 

Every  touring  car  owner  •will  appreciate  this  perfect  ton- 
neau  shield,  which  affords  complete  protection  from  dust, 
wind  and  backdraught  for  those  in  the  rear  seats.  There  is 
no  better  gift  for  your  motorist  friend  than  an 

AUSTER  TONNEAU  SHIELD 

And    why    not    equip    your    own    car?       You    protect    your 

chauffeur  with  a   front  shield why   not  provide  all-the-year 

comfort  for  yourself,  your  family  and  your  guests  in  the 
tonneau? 

It  is  easily  attached  to  any  car,  old  or  new.  It  folds  up  out 
of  the  way  w^hen  not  wanted,  but  is  ready  for  instant  use 
Vk^hen  needed.  It  allow^s  you  to  enjoy  the  sun  Vk'hile  com- 
pletely sheltered  from  the  wind,  or,  with  the  top  up,  you 
are  closed  in  securely  from  the  w^orst  of  storms. 

The  Auster  Tonneau  Shield  is  sold  on  a  15  day  trial  basis. 
Write  for  Special  Pamphlet  No.  1302,  or  apply  at  either  ad- 
dress for  practical  demonstration. 

FRYER-AUSTER  COMPANY 


Sole        American 
Main  Office  and  Factory 
19  Pine   Street     • 
Providence,  R 


Manufact 


r  e  r  s        and        Owners 
New  York    Show   Rooms 

1733    Broadway 
New    York   City.   N.    Y. 


AN  AUSTERIZED  PACKARD:     The  Manufac  ^ 

turers  of  Packard,  Owen,  Pierce- Arrow,  Marmon  ^ 

and  other  high-grade  cars  recommend  the  Auster  = 

Tonneau  Shield  as  special  equipment.  = 

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^ 


d  ^v-'i 


ALL  thai  arc  desirous  to  pass  from : 
EDINBURGH  to  LONDON,  or  any 
other  place  on  their  road,  let  them 
repair  to  the  WHITE  HORSE  CELLAR', 
in  EDINBURGH,  at  which  place  they  may  be 
received  in  a  STAGE  COACH  every  Monday 
and  Friday,  which  performs  the  whole  jomney 
in  eight  days  (if  God  permits),  and  sets  forth 
at  five  in  the  morning. 

Allowing  each  passenger  14  pounds  weight, 
and  all  above,  6  pence  per  pound. 

Ftbniary.  ns^. 


MACKIE&COXDistillersltd, 

Glasgow  and  London 
Henry  E.6ourd.  Agent  USA 


^<^ 


The  delicate  orchids  which 
yield  the  vanilla  bean  are 
sometimes  destroyed  by  trop- 
ical hurricanes— as  was  the 
1915  crop — and  sometimes 
injured  by  other  causes.  Only 
second  grade  beans  are  pro- 
duced during  such  years.  As 
none  but  the  first  grade  is  used 
in  Burnett's  Vanilla,  a  re- 
serve stock  is  kept  to  assure 
its  uniform  high  quality. 

Syrian  Parfait 

^cald  I  pint  cream  and  let 
It  stand  \i  hour,  on  Vj  lb. 
fresh  ground  coffee.  Cream 
yolks  of  6  eggs  with  ]i  lb. 
sugar.  Beat  well,  add  coffee 
mixture  and  stir  to  cream- 
iness  over  boiling  water. 
Strain,  add  Jo  pint  cream 
and  2  teaspoonfuls 
Burnett's  Vanilla.  Beat 
over  ice  and  freeze. 


i^^a^ 


What  you  should 


get  in  your 
Vanilla 

i'ou  should  get  that  rare  and 
wonderful  flavor  which  Nature 
puts  into  just  one  kind  of  vanilla 
bean — that  grown  in  the  moun- 
tain valleys  of  Mexico.  All  the 
efforts  of  science  to  cultivate 
vanilla  elsewhere  have  failed  to 
produce  the  equal  of  the  bean 
grown  in  that  favored  spot  and 
cured  by  the  slow  native  proc- 
ess. No  maker  of  cheap 
extracts  can  afford  to  use  these 
beans,  even  though  enough  of 
them  were  to  be  had.  This  rare 
crop  is  small  and  over  one-half 
of  its  choicest  is  used  in 


For  desserts,  in  which  flavor  is  all  important,  it 
is  surely  shortsighted  to  use  anything  but  the 
best  flavoring.  The  e.xquisite  delicacy  and  con- 
centrated goodness  of  Burnett's  Vanilla  have 
made  it  the  standard  among  discriminating 
cooks  for  three  generations. 

DESSERT  BOOK -FREE 

Send  lis  your  grocer's  name  and  we  will  mail  yon  a  copy 
of  "115  Daimy  Desserts."    It  is  iiiterestinj  and  helpful. 

Joseph  Burnett  Company 

36  India -St.,  Boston,  Mass. 


PICTURES  AND  ENGRAVINGS  163 

factory  to  make  a  halftone  from  a  halftone. 
The  screen  in  the  halftone  being  used  for  copy 
crosses  with  the  screen  in  the  cut  being  made 
from  this  copy  and  produces  a  calico  effect,  which 
is  a  good  point  to  remember  in  sending  copy 
to  an  engraver.  I  believe,  however,  that  the 
reader  will  be  able  to  distinguish  the  different 
methods. 

The  Burnett  Vanilla  advertisement  is  a  com- 
bination halftone — part  halftone  and  part  line 
cut  all  in  one  plate.  This  entire  advertisement  is 
an  excellent  example  of  the  Forceful  Educational 
style.  The  pictures,  the  lettering  and  the  arrange- 
ment are  all  in  excellent  taste  and  the  message  is 
clear  cut  and  convincing. 

The  Phoenix  Silk  Hosiery  advertisement  is  also 
a  combination  halftone.  The  faces,  feet  and 
hands  are  in  halftone,  the  rest  is  line  work.  A 
regulation  black  and  white  drawing  of  the  letter- 
ing is  made  and  the  engraver  makes  a  positive 
instead  of  a  negative  which  produces  white  on 
black  instead  of  black  on  white. 

Black  backgrounds,  unless  the  lettering  is  pro- 
portionately large,  will  be  hard  to  read.  Any- 
thing hard  to  read  may  be  pretty  but  it  is  seldom 
good  advertising. 


CrkmirkVt  SPORTSMAN'S 

V><U1111U1  t  FIRST    ESSENTIAL 
Feet  Stand  Hardest  Knocks.     Protect  Them  With 

WitcH-Elk  Boots 


WitcHell-SHeiU  Company.     - 


PICTURES  AND  ENGRAVINGS  165 

The  artist  has  gone  over  all  of  the  photograph 
in  the  Phoenix  Silk  Hosiery  advertisement  except 
the  hands,  faces  and  hose  with  a  special  shadow 
treatment.  This  is  an  excellent  idea  because  it 
focuses  the  attention  on  the  goods  advertised, 
and  this  particular  shading  is  very  attractive  to 
the  casual  reader. 

Such  devices  as  these  help  the  engraver  to  give 
a  wide  variety  of  effects  with  the  six  halftone 
methods. 

The  Witch-Elk  Boots  advertisement  proves  that 
type  can  also  be  shown  white  on  black  as  well  as 
handlettering.  It  is  seldom  as  satisfactory  how- 
ever. One  or  two  words  of  white  on  black  will 
usually  turn  out  very  well  and  be  very  distinctive. 
This  method  is  most  effective  when  used  spar- 
ingly. The  better  magazines,  however,  stipple 
(or  gray)  any  black  cuts  and  this  often  makes  a 
very  unsatisfactory  result. 

A  good  use  of  a  black  background  is  shown  in 
The  Liberty  Paper  Company  advertisement  on 
page  35.  This  is  really  a  reverse  plate — a  cut 
made  from  a  proof  of  the  type  line  and  made 
white  on  black  instead  of  black  on  white. 

A  clean,  sharp  line  cut  is  the  best  possible  pic- 
ture for  newspaper  advertisements.  Halftones 
in  newspapers  should  be  avoided. 


PICTURES  AND  ENGRAVINGS  167 

Where  possible,  make  a  silver  print  from  the 
photograph  and  then  make  a  line  drawing  from 
this  silver  print.  From  this  a  line  cut  can  be 
made,  and  in  the  making  the  shades  and  tones 
which  will  give  the  gray  halftone  effect  can  be 
put  into  the  cut  by  use  of  the  Ben  Day  treatment. 

By  this  treatment,  regular  and  irregular  dots, 
lines  at  all  angles,  textures  and  spatters  can  be 
put  into  various  parts  of  the  line  cut.  And  the  cut 
will  print  on  any  kind  of  paper. 

The  cut  of  the  book  ^'A  Thinking  Hand''  shows 
one  style  Ben  Day  dot  put  over  all  except  the  let- 
tering. This  dot  eifect  could  just  as  well  have 
been  a  fancy  texture,  a  series  of  vertical  or  hori- 
zontal lines  or  one  of  many  other  designs.  It 
would  also  be  possible  to  use  several  of  the  Ben 
Day  patterns  on  this  one  cut.  Some  cuts  have  as 
many  as  a  dozen  Ben  Day  designs.  Ask  your  en- 
graver to  show  Ben  Day  samples. 

You  can  take  an  ordinary  line  cut  and  put  a 
different  texture  or  screen  in  various  parts  of  it. 
This  will  produce  a  gray  halftone  effect  that  is 
sure  to  print  on  any  paper. 

The  Packard  advertisement  shown  in  the  Chap- 
ter ''The  Classification  of  Type  Faces"  has  a 
Ben  Day  border. 


How  to  Buy  a 

Tea  Set 


Two  hundred  patterns  in  tea  sets !  Suppose  you  could  see 
them  all  together — wouldn't  it  help  you  to  find  exactly  the 
set  you  are  looking  foi  ? 

You  can  see  them  all  together  at  the  Gorham  stores.  You 
may  compare  and  price  them  in  an  absolutely  unhurried 
way. 

Patterns  range  from  simple  Colonial  and  Georgian  designs 
to  the  elaborate  silverware  of  the  Louis  XV  and  Louis 
XVI  periods.  You  may  thus  secure  a  tea  set  that  will 
harmonize  with  any  dining  room  or  drawing  room. 
Prices  from  $105  to  $5075. 


PICTURES  AND  ENGRAVINGS  169 

Many  excellent  effects  for  newspaper  adver- 
tisements are  obtained,  however,  without  the  use 
of  any  special  treatment  of  the  line  cut.  Some 
artists  make  a  specialty  of  line  drawings,  and  the 
detail  and  color  that  they  can  get  into  a  picture 
are  remarkable. 

The  Gorham  Company  once  ran  a  series  of  sil- 
verware advertisements  which  had  some  sharp, 
clean,  and  most  distinctive  line  cuts.  One  of  this 
series  is  shown  in  this  chapter. 

The  Creange  &  Walter  is  another  clean-cut  and 
distinctive  example.  Here  the  entire  work  has 
been  done  by  the  artist.  The  entire  advertisement 
is  so  clean,  so  well-balanced  and  so  different,  that 
it  stands  more  than  an  even  chance  of  getting  a 
reading^ 

As  a  final  exhibit  to  show  what  wonders  can 
be  done  in  lines  only  one  of  Franklin  Booth's 
drawings  for  the  ^olian  Company  is  reproduced. 

This  is  not  a  woodcut  but  a  woodcut  effect. 

I  wonder  why  more  woodcuts  are  not  used.  At 
one  time  they  were  the  only  cuts  used,  and  it  seems 
strange  that  advertising  men  do  not  use  them 
more  often  even  now.  They  are  surprisingly  in- 
expensive. 

The  subject  of  a  woodcut  is  drawn  or  traced  on 
hard,  specially  prepared  wood,  and  then  all  of 


170     TYPOGRAPHY  OF  ADVERTISEMENTS 

the  wood  around  these  lines  is  cut  aAvay.  This 
leaves  the  shading  and  sharpness  in  the  hands  of 
the  engraver.  For  clean,  fine  lines,  that  combine 
well  with  the  Forceful  Educational  style  and  the 
Handlettered  style,  woodcuts  offer  an  excellent 
medium  for  obtaining  novel  beauty. 

Ask  your  engraver  about  woodcuts  when  you 
are  on  the  *'path"  for  something  different. 


i^^fflBR 


Les  Arts  Industriels 
China  Leather  Glass  Wood 

As  we  opened  here  Ute  m  November,  everything 
in  stock  is  new -and  of  the  latest  design. 

Stormy  weather  last  week  having  prevented 
many  from  visiting  this  unique  shop,  we  shall  con- 
tinue for  another  week  our  special  introductory 


at  very  decided  reductions 

Handsome  dinner  kU  in  grejtviriety,  from  the 
world  fjmou!  pottt'rtei  of  EngUnd,  Fran<T,ind  Italy, 
are  (eaturet  (or  thii  week.     A  great  part  of  tire  deco- 
rated ware  ii  in  open  stock. 
A  bnlliini  diaplay  of  beau-        Tooled    leather,    which, 
Venetian  glass  is  ready/  covering   an  ISK   gold  b 


Sernce  Plmtea.  B.<h  Piiie 
Gold  Deiifn  on  l-ori'  Be- 
t»eco  Two  Aciil  Cold  Bor- 
den.    Royil  Cro*n  Hobeo- 


Tooled  Lather  Picture 
FramM,  R.th  i.nd  Or.|in«l. 
)lt,uUr«i6jo    No.JlI.JJ 


.  bailteta  — 
opalescent,  bright  colored, 
and  Bluiining  white  and 
black. 

Parchment  tamp  shades 
are  meet.ng  with  great  favor, 
and  the  hghting  fiiturej  we 


ruddily,  is  fashii 
Tnto  lovely  jewel  boies,  port- 
folios, hand  ^irrors,  photo- 
graph frames,  and  stationery 

Nfany  of  the  articles  which 
we  offer    are    exclusive   and 
can  be  obtained  here  only. 
Come  and  see  Us. 


CREANGE  6WALTER 

VJncIerson  (jalleries  HBlcI^. 
17East40thSt..  NewTorK 


FlofltlnA  Garden.  Enf1>i^ 
Ro<k  Cry.ul.  W.ttr  L.ly 
D...|l..l6..ich...nd..metc, 
R.guUr  »10  JO.    Now  »«J0 

Serrlce      Pl»te«,     Limogti 


en     Tf-vi     EngJ.ih    Ch.oi. 
Complete,    17  Piecct. 
Regul.r  »12.S0.     No*  l».S« 


Cryatal      Serrlce     PUtM. 

BeJuiilul  Gold  or  Silver  Bol- 
der Wnh  J  Ulieri  Engrj-ed 
ReguUr  »7«.00-   Now  J44.IK1 


Ltmoftes     China     EMnner 

Serrlce.         Amstre     Border 

Decor.l.on.OFen  Sto<k,  107 

P.etei. 

Rerilir»si.7S.    Now  JM.70 


CHAPTER   VIII 

COMBINING    PICTURES    AND    TYPE    FACES 

Some  advertisement  builders  concern  them- 
selves entirely  too  mnch  with  art  work,  and  others 
concern  themselves  too  much  about  the  type  face 
they  intend  using. 

A  proper  appreciation  of  values  of  each  and  a 
happy  medium  is  the  most  desirable  trait  in  a  well- 
rounded  advertisement  builder. 

An  advertisement  may  contain  a  beautiful 
illustration  and  yet  be  disorganized  and  uninter- 
esting— one  weak  in  sales-effect. 

Again  the  type  faces  selected  for  an  advertise- 
ment may  be  modern  to  the  ^ith  degree  and  per- 
haps easily  read,  but  the  advertisement  does  not 
have  a  clean-cut,  finished,  sales-producing  appear- 
ance. 

The  method  followed  by  the  more  successful  ad- 
vertisement builders  is  to  plan  the  whole  adver- 
tisement and  make  the  type  suit  the  illustration, 
or  vice  versa. 

The  kind  of  advertisement  you  are  building 
should  determine  what  style  of  illustration  as  well 

173 


.  (f    Jiitker  in  summer  eveniy\gs  ycAi  repair    \  ^ 
Uo  taste  t/\e  fivs(\ness  of  ifie  purer  air 

BEAUTY,  grace,  and  joyful 
exhilaration  become  a  happy 
realization  when  the  rhythmic 
movement  of  the  dance  is  accom- 
panied by  gently  swaying  breezes 
from  a  G-E  ELECTRIC  FAN. 


.r. 


The  G-E  ELECTRIC  FAN  is  the 
result  of  twenty  years  of  experience  in 
finding  methods  qf  doing  things  the  right 
way.  It  has  the 'oscillating  motion  that 
most  naturally  and  effectively  distributes 
the  air  currents. 

It  is  so  scientifically  built  as  to  prts,  so 
perfectly  balanced  as  to  avoiding  vibration, 
that  its  endurance  assures  a  lifetime  of 
service. 

Add  to  this  efficiency,  its  economy — it 
can  be  run  from  three  to  four  hours  for  one 
cent — and  you  have  described  the  G-E  Fan. 
Let  the  nearest  electrical  dealer  or  your 
lighting  company  show  you  one  today. 

Always  look  for  the  big  G-E  Trade 
Mark  on  the  face  of  the  fan.  It  is  a 
guarantee. 


COMBINING  PICTURES  AND  TYPE  FACES   175 

as  what  type  face  to  use.  By  referring  again  to 
Chapter  II  notice  the  typ^  and  pictures  used  for 
each  style. 

Starting  with  the  light-toned,  fairy-like  picture 
(which  came  into  being  because  of  the  product  and 
the  season  in  which  it  was  advertised),  the  builder 
of  the  General  Electric  advertisement  could  not 
have  selected  a  more  appropriate  tjipe  face.  The 
complete  advertisement  is  simply  the  Passive  Edu- 
cational style  with  illustration,  and  the  most 
perfect  example,  when  product  and  season  of 
publication  are  considered,  that  I  have  ever 
seen. 

The  Universal  Portland  Cement  advertisement 
is  another  Passive  Educational  style  with  illus- 
tration. 

Owing,  how^ever,  to  the  fact  that  the  photograph 
here  is  darker  in  color  than  the  picture  in  the 
General  Electric  advertisement,  a  heavier  type 
has  been  wisely  used.  This  Delia  Eobbia  type 
has  characteristics  that  blend  beautifully  with 
the  spatter  Ben  Day  border  and  the  softness  of 
the  road  shown  in  the  picture. 

The  principles  of  construction  of  both  the  Gen- 
eral Electric  and  the  Universal  Portland  adver- 
tisements are  identical.  In  the  latter,  however, 
the  type  face  is  heavier,  and  as  the  picture  could 


ii^^l 


WHY  should  the  country  roads  be  tmpassable  in  winter?  Why 
should  the  officials  who  are  building  and  repairing  the  roads 
at  your  expense  put  your  money  into  dirt  or  macadam  roads? 
CONCRETE  roads  are  comparatively  low  in  first  cost,  hard, 
smooth  and  dustless.     They  are  permanent  because — 

They  are  not  affected  by  weather,  traffic, 
-  or  foreign   material   tracked    upon    them. 
Alternate  freezing  and  thawing  have  no 
effect  on  them. 

Heat  does  not  soften  the  binder,  permining 
It  to  flow. 

Cold  does  not  make  it  brittle,   permitting 
it  to   chip. 

If  you  are  interested  in  the  solution  of  the  good  roads   problem 
send  for  our  free  booklet  pn  the  use  of  concrete  in  road  consttuction. 

UNIVERSAL   PORTLAND   CEMENT  CO. 

CHICAGO  PITTSBURGH  MINNEAPOLIS 

Plants  at  Chicago  and  Pittsburgh  ::       ^nnual  Output  12,000,000  Barrels 


COMBINING  PICTURES  AND  TYPE  FACES    177 

not  be  changed  the  other  feature,  the  type,  was 
chosen  to  fit  this. 

There  are  only  a  few  advertisements  that  are 
as  ^* smooth''  in  color  as  these  two.  This  harmo- 
nious and  beautifully  blended  style  is  the  grow- 
ing idea  among  advertisement  builders,  but  at  this 
writing  the  pioneers  only  have  the  field. 

The  irregular  style  of  type  combined  with  the 
irregular  illustration  and  the  irregular  lettering 
make  an  excellent  combination  in  the  Eoamer 
automobile  advertisement. 

The  Forceful  Educational  style  of  advertise- 
ment must  have  a  heading  or  some  contrasting 
feature.  Nevertheless  this  contrast  need  not  be 
glaring  and  cheap. 

The  heading  and  picture  in  the  Dodge  Brothers 
advertisement  are  both  decidedly  bold  yet  the 
complete  result  is  harmonious  and  pleasing.  The 
slightly  heavy  tone  of  the  Bookman  Old  Style  type 
used  for  the  body  of  this  advertisement  is  neither 
bold  nor  light,  therefore  it  blends  beautifully 
with  the  white  space  and  bold  portions  of  the  ad- 
vertisement and  also  helps  relieve  the  dense 
blackness  of  the  illustration. 

This  Bookman  Old  Style  type  also  lends  an  air 
of  reliability  to  the  advertisement  and  the  prod- 
uct because  of  its  clean-cut,  sturdy  features. 


TN  a  gown  by  Paquin  or  Premet  the  quality 
^  of  the  materials  is  taken  for  granted — your 
interest  centers  itself  on  the  felicity  of  the 
design.  The  same  holds  true  of  the  ROAM- 
ER — it  is  built  to  satisfy  an  ideal,  not  to 
meet  a  price;  and  while  it  .has  the  mechan- 
ical genuineness  of  automobiles  selling  well 
above  its  price,  its  appearance  is  like  no 
other  car  built  in  this  country  today. 


For  the  first  time  in  the  history  of  American 
automobile  building  it  is  now  possible  to  secure  a 
properly  weighted  motor  car  which  has  all  the  dis- 
tfncti6n'tif  Such  /oreign  carS'as  a  Rolls-Royce  or  Sim- 
plex, of  a  Fiat  or  Lancia,  of  an  Isotta  Fraschini  or  a 
De  Dion  Bouton.  For  the  first  time  in  the  ROAMER, 
the  choice  of  color  of  body,  upholstery  and  top  are 
made  entirely  a  matter  of  your  personal  taste.  And 
for  the  first  time,  the  purchase  price  makes  owner- 
ship plausible  for  most  of  us; 

THE  SPECinCATIONS:  Roamer-Rutenber  high  speed  motor, 
«bt  crlinders;  Bosch  high  tension  magneto;  Roamer-Stromberg  carbureter; 
Bijur  staning  and  lighting;  Borg  fit  Beck  clutch;  WiUard  storage  battery; 
Grant-Lees  transmission;  Roamer-Hess  axles;  Guemey  ball  bearings  (large 
i\it)\  Warner  Autometer.  Warner  electric  clock;  Stewart- Warner  warning 
signal;  Houk  wir6  wheels;  hand  buffed  leather  upholstery;  Sukberger  high- 
est grade  hair  in  upholstering,  with  Marshall  cushion  springs;  highest  class 
domestic  and  imported  rnotor  cloth  top  materials;  Boycc  mocometer,  Good- 
year cord  tires.  The  ROAMER  has  the  completeit  equipment,  including 
an  extra  wire  wheel    It  is  priced  at  $1850. 

A  BOOK  ABOUT  THE  ROAMER 
We  wculd  thank  you  to  send  for  a  beautifully  illustrated  brochure 
which  tells  much  more  about  the  ROAMER  than  is  possible  here.    An 
Itninediate  request  precludes  any  danger  of  forgetting  to  send  for  it. 

The  Barley  Motor  Car  Co., 

•Streator,  Illinoia 


Dodge  Brothers 

WINTER  CAR 


Of  standard  limousine  height, 
the  body  has  ample  head- 
room; the  doors  open  readily 
and  swing  wide,  affording 
easv  entrance  and  exit. 


These  and  many  other  details  complete  the 
comfort  and  enjoyment  of  this  weatherproof 
Winter  car,  which  in  the  Spring  is  quickly 
changed  bacli  to  the  open  touring  car  or 
roadster. 


ur 


The  motor  is  30-35  horsepower 

The  price  of  the  Winter  Touring  Car  or  Roadster, 

complete,  including  regular  mohair  too.  is  $950 

If.  o.  b.  Detroit) 
Canadian  price  $1335  (add  freight  from  Detroit) 


Dodge  Brothers.  Detroit 


Husky  Shoes  For 
Rough  Work 

Put  your  foot  into  comfort  the  next  time  you 
fit  out  for  tlie  woods.  Get  into  a  pair  of  our  wet 
and  cold  excluders—  Beacon  Falls  Leather  Tops. 
They're  roomy,  not  clumsy;  even  balanced  and 
stand  a  tremendous  amount  of  hard  outdoor  service 
in  hunting  or  logging  camp,  in  marsh,  on  farm.  The 
rubber  is  new,  fresh,  elastic'.  We  sell  no  old 
stock.  They, are  heavily  reinforced  at  every 
point  wher^'  strain  and  stress  are  liable  to 
v^weaken  them.  Thousands  put  their  confi- 
<dence  in 


Leather  Top  Rubber  Shoes 


ROCK  ELM— This  beauty 
comes  in  six  heights,  8,  10, 
12,  14,  16  and  18  inch  with 
chrome  leather  top.  No  heel. 
Heavy  rolled  sole.  Abso- 
lutely waterproof  — a  good 
laster.  You'll  buy  a  second 
par  after  you've  had  hard  work 
wearing  the  first  out.  Uppers  made 
of  pure  gum  txtra  strengthened  with 
ribbed  toes.  Rawhide  laces— bellows 
tongue.  Price  about  |4.50  for  10  inch 
.' t  your  dealer's. 

SHERMAN— This  is  identical  with 
Rock  Elm  except  it  has  a  solid  rubber 
heel,  for  which  25c  extra  a  pair  is 
charged. 


MANITOBA— This  shoe  is 
warranted  not  io  crack  or  split. 
Nearly  snag-proof.  Uppers 
are  exira  qualify  gum  forced 
under  great  pressure  while 
wajm  into  duck.  Rolled 
soles  of  pure  gum.  Rubber 
heel.  Chrome  top.  Rawhide 
laces.  In  8,  10,  12,  14  and 
16  inch.  Price  for  10  inch  at 
your  dealers  about  S4.50. 

ff  y»ur  dealer  hasn't  them,  write  us 
his  name.  We'll  supply  you.  Look 
for  the  "  Cross  "  to  be  sure  you  Jet 
"  Beacon  Falls.  "  It's  your  safe- 
guard for  quality.  Booklet  (  )  is 
waiting  for  you.  Tells  about  rubber 
footwear  ;or  sportsmen  and  outers. 
Send  for  your  copy  now. 


Beacon  Falls  Rubber  Shoe  Co. 
BEACON  FALLS.  CONN. 


NEW  YORK 
106  Duane  Si. 


CHICAGO 

307  W.  Monroe  S«. 


BOSTON 

241  CondressSl 


COMBINING  PICTURES  AND  TYPE  FACES    181 

Compare  the  Beacon  Falls  advertisement  with 
the  Dodge  Brothers  advertisement. 

The  contrast  is  greater  in  the  Beacon  Falls 
advertisement  owing  to  the  use  of  a  lighter  faced 
body  type  and  the  extremely  heavy  Winchell 
series  for  the  headings.  This  is  not  a  criticism 
of  the  Beacon  Falls  display,  because  this  adver- 
tisement was  undoubtedly  used  in  a  list  of  papers 
where  strong  contrast  was  desired.  Most  of  the 
other  advertisements  in  the  same  iDublication 
where  the  Beacon  Falls  advertisement  appeared 
used  extreme  contrast  and  the  readers  were  ac- 
customed to  extreme  contrasts.  Hence  the  treat- 
ment of  the  Beacon  Falls  advertisement. 

The  problem  resolves  itself  into  the  choice  of 
either  harmonious  beauty  or  contrasting  strength 
in  type  face  and  illustration.  It  all  depends  on 
the  plan,  the  product  and  the  medium,  as  to  which 
method  is  the  most  effective  as  a  sales-agent. 

When  the  ultimate  consumer  is  properly  consid- 
ered and  correctly  analyzed,  I  can  hardly  see  any 
reason  for  the  choice  of  type  and  letter  used  in 
the  Gillette  advertisement. 

If  the  first  heading  were  omitted  and  the  cut 
with  band  behind  it  moved  to  top  of  the  adver- 
tisement, the  result  would  not  be  so  crowded  and 
unrelated. 


Welcomed  hy 
WomenEveiYwhere 


"In  French  Ivory 
and  Gold'—  I4K. 
Gold  Plate, 
of  French  Ivory 
lined  with  velvet 
and    satin  —  your 

, Purple. 

Old  Rose.  Green  or  Old 


"Milad^^ecoriete  (jilUite 


A  GIFT  that  is  new, 
unique,  very 
much  up  to  date. 
A  beautiful  addition  to 
Milady's  toilet  table — 
and  one  that  solves  an 
embarrassing  personal 
problem. 

Milady  De'coUete 
Gillette  is  welcomed 
by  women  everywhere 


—now  that  a  feature 
of  good  dressing  and 
good  grooming  is  to 
keep  the  underarm 
white  and  smooth. 

You  C2m  see  it  in  the  leading 
department  stores,  4n  drug 
stores,  jewelry  and"  hardware 
stores. 

Ask  your  dealer — have  him 
get  it — or  send  direct  to  us. 
Say  which  color  you  prefer  in 
lining  of  case. 

The  price  is  $5. 


GILLETTE  SAFETY  RAZOR  COMPANY 

BOSTON 


i 

i 
i 

'i 

i 

i 

i 

i\ 

i 


'i 


'Milady  decollete  qilleUe 


At  work  and  at  play, 
out-doors  and  in,  many 
and  many  a  man's  best 
friend  is  his  Wellington 
Pipe.     Get  yours. 


THE      UNIVERSAi-      PIPE 


is  made   of   genuine   French 
Briar  with   a  solid  vulcanite 
bit      Its    well    catches    all 
moisture  —  insures 
a  cool,  clean,  dry 
smoke  —  always. 


35c  and  up 
at  good  dealers 


WM.  DEMUTH  &  CO, 

New  York 


COMBINING  PICTURES  AND  TYPE  FACES    185 

In  order  to  balance  the  cut  at  top,  a  band  of 
gray  could  be  run  across  the  bottom  of  the  ad- 
vertisement one-half  the  width  of  top  band.  In 
this  band  at  bottom  could  be  a  white  panel  with 
the  wording, ' '  The  Happy  Thought  in  Gifts. ' ' 

Then  take  the  small  descriptive  matter  and  put 
in  a  panel  where  the  wording  above  is  now.  This 
would  relieve  the  entire  advertisement  of  the  con- 
gested appearance  that  is  not  in  harmony  with 
the  copy. 

Instead  of  the  heavy  type  for  the  reading  mat- 
ter I  would  suggest  the  same  Delia  Eobbia  type 
as  used  on  the  Universal  Portland  Cement  ad- 
vertisement. This  Delia  Eobbia  type  is  widely 
used  and  very  appropriate  for  all  advertisements 
of  products  sold  to  women. 

The  picture  in  the  Gillette  advertisement  is 
excellent  and  the  border  is  in  keeping  with  the 
season  of  publication,  but  the  finished  result  is 
not  attractive  to  the  audience  appealed  to,  owing 
to  the  bold  body  type,  the  superfluous  first  head- 
ing and  the  crowded  appearance. 

I  have  tried  to  make  a  revision  that  corrects 
the  faults  outlined. 

Do  not  infer  from  this  that  I  do  not  approve 
of  bold  body  type.    It  is  simply  a  matter  of  fitness. 

Wellington  Pipe  advertisement  may  be  consid- 


l*'*^^ 


s 


7 


'\ 


k 


W 


THE  Pleasant  Bits  of  Life 

A  bit  of  fine  weather ...  a  bit  of  a  stroll  in 
the  Champs  Elysees  ...  a  bit  of  love  making,  of 
leisure,  of  lightheartedness.    Above  all,  a  bit  of  a  cigarette,  hand- 
rolled,  in  the  paper  Riz  La  Croix. 

These  are  but  bits  of  life  and  laughter .  .  .  but,  ma  fox,  what  a 
pleasant  life  it  is!  Life  in  a  spangle  of  sunshine  . . .  q-aelle  vie, 
mes  enfants! 

HIZ  LA  ^ 

(Pronounced:    REE-LAH-KROY) 

FAMOUS  CIGARETTE  PAPERS 

are  to  be  seen  everywhere  in  the  sunshine  moments  of  happy  days. 
They  are  the  light  little,  tight  little  wrappers  in  which  the  epicure 
of  life  rolls  his  golden  grains  of  joy,  through  which  he  puffs  his 
aromatic  cloudlets  of  content.  ^^,^ 

One  hundred  and  fifty  million  books  of  ..^^^-^""''''^  \  S^ 

such  papers  every  year  thus  give       ^.^-^^ii-''''''''^'^^     ^^^ 
up  their  earthly  existence  to  ^..'^^H^^^^^Zs.^S*^ 

aid  men's  dreams  of 


paradise. 

RizLa  Croix 
bring  pleas- 
ure because: 

They  are 
strong. 

They  are  adhe- 
sive. Made  from 
flax-bom  linen,  the 
edges  adhere. 

They  are  light  and 
thin.    'When  they 
bum,  no  paper  odor 
mingles  with  the 
fragrance  of  your 
tobacco. 


o^J 


FREE 

Tvo  intereslinjj, 
illustrated  Booldets  -  one 
about  RiZ  LA  CROIX  Cigarette  Paoers. 
the  other  sho^wing  \\o<s  to   Roll  Your  Own 
-cigarettes-sentany^rhereinU.S.on request  Address 
The  American  Tobacco  Co.,  Room  (178.  ill  Fifth  Ave., N.Y. 


COMBINING  PICTURES  AND  TYPE  FACES    187 

ered  too  black  but  I  cannot  agree  to  this.  It  may 
not  be  a  perfect  piece  of  work,  but,  with  the  ma- 
terial at  hand,  the  builder  of  this  advertisement 
has  builded  well.  Lighter  faced  type  would  have 
made  the  top  and  bottom  of  this  advertisement 
seem  heavier  and  more  disconnected.  The  bold 
name  plate  and  the  bold  pictures  are  now  tied 
together  and  the  entire  advertisement  relieved  of 
a  spotty  appearance  through  the  use  of  the  bold 
body  type. 

In  a  book  of  this  kind  it  is  almost  impossible 
to  collect  all  the  various  types  of  art  work  and 
show  all  the  various  type  faces  that  can  be  used 
to  advantage  with  them. 

There  is,  however,  one  advertisement  that  I 
have  saved  that  is  an  excellent  example  of  the 
harmonious  in  the  style  of  art  and  the  type  face. 
I  refer  to  the  particular  Kiz  La  Croix  advertise- 
ment shown  here.  AVith  the  exception  of  the  two 
all-capital  lines,  the  reading  matter  of  this  ad- 
vertisement is  Cadmus,  a  type  face  seldom  used 
but  wonderfully  appropriate  to  the  French  style 
of  illustration  in  this  advertisement.  There  are  a 
number  of  other  faces  that  would  be  satisfactory 
for  this  copy,  but  the  Cadmus  type  is  not  only 
pleasing  but  distinctive  owing  to  its  restricted 
use. 


188     TYPOGRAPHY  OF  ADVERTISEMENTS 

A  type  foundry  specimen  book  is  a  handy  thing 
to  have  around  when  you  have  to  have  something 
novel  or  something  different  and  yet  in  harmony 
with  the  drawings  used. 

Your  printer  may  not  always  have  the  type  you 
select  for  an  advertisement  but  the  author  is  con- 
vinced that  to  secure  an  effect  like  that  of  the  Riz 
La  Croix  advertisement  is  w^orth  buying  a  special 
face  of  type  from  the  foundry. 

Many  local  advertisers  do  buy  and  use  special 
type  faces  for  all  their  advertising.  In  this  way 
they  obtain  distinctiveness  and  a  reputation  for 
individuality. 

Some  time  ago  I  came  across  what  I  consider 
the  criterion  of  unique  distinctiveness  in  a  local 
advertisement.  It  is  the  Gano-Downs  advertise- 
ment shown  on  page  85. 

This  copy  has  a  distinctive  type  face — Tabard 
— a  distinctive  border — dot  and  dash — and  a  dis- 
tinctive illustration.  They  all  have  the  same 
characteristics,  and  consequently  the  result  is 
beautiful  and  interesting.  Notice  the  handling  of 
the  display.  Some  advertisers  consider  that  two 
faces  of  type  are  necessary  for  contrast.  The 
Gano-Downs  has  harmonious  contrast  and  is  a 
striking  combination,  which  will  dominate  any 
newspaper  space,  and  only  one  type  face. 


COMBINING  PICTURES  AND  TYPE  FACES    189 

What  do  you  think  of  the  ^'Gillette  Razor  ^Beau 
Brummer  ''  advertisement?  Does  this  strike  you 
as  an  excellent  combining  of  picture  and  type? 
I  like  it  very  much.  There  is  a  series  of  these  ad- 
vertisements and  they  are  interesting  in  make-up 
and  copy.    The  type  used  is  Cheltenham  Medium. 

This  chapter  would  not  be  complete  without  a 
showing  of  the  Kleinert  Dress  Shield  advertise- 
ment. Here  is  a  very  delicate  subject  handled  in  a 
very  bold  manner  and  the  entire  composition  of 
picture  and  type  is  very  harmonious.  Whether 
its  heavy  color  will  be  repellent  to  the  average 
woman  reader  is  hard  to  say.  There  is,  however, 
no  disputing  the  distinctiveness  of  this  advertise- 
ment.   It  is  worthy  of  serious  study. 

In  conclusion:  The  plan  determines  the  style 
of  advertisement  and  the  audience  and  medium 
determines  whether  you  must  make  this  style  bold 
throughout  for  harmony,  or  light  in  tone  through- 
out for  harmony.  Perhaps  the  plan  determines 
bold  headings  for  contrast  with  body  matter  (the 
Forceful  Educational  style).  Maybe  the  contrast 
should  be  restrained  as  in  the  Beau  Brummel 
advertisement,  or  loud  as  in  the  Beacon  Falls  ad- 
vertisement, or  average  contrast  as  in  the  Quaker 
Oats  advertisement  shown  in  the  chapter  '^The 
Kinds  of  Advertisements.'^ 


BEAV  BRVMMEL 

a  Single  liair  annoyed  liim 


TBCMtC 


THAT  greatest  dandy  of  all 
times,  Beau  Brummel,  set 
great  value  on  the  smooth- 
ness of  his  face.    After  shaving, 


his  custom  was  to  go  over  his 
face  with  a  pair  of  nippers.  H2drs 
that  survived  the  razor  were 
pulled  out  by  the  roots. 

Brummel  wcis  famous  for  his 
grooming  at  a  time  when  good 
grooming  was  the  exception  2md 
defects  were  covered  with  patches 
and  paint. 

Today  in  any  gathering  of 
business  men  you  will  see  the 
freshness  of  face  and  ruddiness 
of  skin  that  is  due  to  the  tonic 
effect  of  a  dsdly  Gillette  shave. 

Just  lather  briskly,  rub  in  well: 
use  the  Gillette  with  an  single 
stroke:  dip  the  face  in  cool  water 
and  pat  dry  with  a  soft  towel. 

A  Gillette  shave  b  quick  and  cool,  safe  and  sani- 
tary. It  is  velvet-smooth,  no  matter  how  wiry  the 
beard  or  tender  the  skin.  Adjust  the  handle  for  a 
light  or  a  close  shave.  A.keen,  fresh  blade  Ls  always 
ready.  No  stropping— no  honing.  Prices  $5  to  $50. 
Blades  50c  to  $1.  the  packet    Dealers  everywhere. 

GILLETTE  SAFETY  RAZOR  CO. 

BOSTON,  MASS. 


No  Stroppinff — No  Honing- 


BRASSIERE  GARMENT  SHIELD 


Fresh  Dress  Shields  every  morning  —  this  is  possible  if  you  wear 
the  Tupair  Brassiere  Garment  Shield. 

It  is  a  perfect  bust- supporting  Brassiere  equipped  with  two  pairs 
of  Kleinert's  guaranteed  Dress  Shields  which  button  on  and  off  so 
that  the  changing  from  one  pair  of  Shields  to  the  other  takes  but 
a  moment's  time. 

Perfect  dress  protection  with  all  the  advantages  of  a  perfect  Bras- 
siere are  combined  in  this  garment  as  in  no  other. 

Ask  to  see  the  Tupair  — a  perfect -fitting  Brassiere  and  two 
pairs  of  Kleinert's  guaranteed  Dress  Shields  for  $1.00--all  size*. 


CHAPTER   IX 

BORDERS 

Borders  have  many  uses.  We  are  discovering 
new  things  every  day  about  the  physical  features 
of  advertising,  and  I  trust  the  reader  will  be  leni- 
ent in  his  criticism  of  my  efforts  to  classify  bor- 
ders and  their  applications. 

Here  is  my  classification: 

Borders  are  used  to  make  a  complete  unit  of 
an  advertisement  that  will  cause  it  to  stand  out 
in  a  page  against  other  advertisements. 

Borders  are  used  to  suggest  a  period  of  history 
in  the  goods  or  supply  an  atmosphere  consistent 
with  the  goods  advertised. 

Borders  offer  an  opportunity  to  surround  the 
message  with  a  distinctive  mark  that  cannot  be 
found  in  any  other  advertisement. 

The  Oriole  Go-Basket  advertisement  uses  a  bor- 
der that  is  the  most  efficient  in  modern  advertise- 
ments—Ji/5f  two  plain  rules!  They  hold  the  ad- 
vertisement together  and  separate  it  from  others 
on  the  same  page,  yet  the  border  is  hardly  noticed ! 
It  is  simple.  It  fills  the  need  and  does  not  go 
beyond. 

193 


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tfi        9      -ffi  ^  <i>  -y  bfl 


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BORDERS  195 

The  Oriole  Go-Basket  is  one  of  the  best  Force- 
ful Educational  advertisements  in  this  book — a 
strong  heading,  a  strong  connecting  picture  and 
an  excellent  trade  name  design,  all  separated  with 
clean,  easily  read  type.  Study  it.  It  is  a  real 
salesman  in  print.  No  frills,  no  fads;  just  plain 
selling. 

Now  compare  the  Pneu-Form  advertisement. 

This  is  not  a  poor  advertisement  by  any  means, 
but  it  does  not  get  the  same  attention  as  does  the 
Oriole  Go-Basket  advertisement.  It  has  a  dis- 
connected, incoherent  appearance.  The  heading 
should  be  a  trifle  larger.  Through  the  use  of  a 
size  smaller  body  type,  a  border  could  have  been 
used  on  this  advertisement  to  as  good  effect  as 
on  the  Oriole  copy. 

There  are  numerous  advertisements  similar  in 
conception  to  the  Eichard  Hudnut  copy,  but  not 
quite  as  elaborate.  This  Hudnut  advertisement  is 
the  most  elaborate  symbolical  border  that  I  have 
ever  seen.  It  is  expensive  in  first  cost  but  most 
effective  in  creating  the  environment  necessary 
to  articles  of  this  class. 

To  my  mind  the  Odo-ro-no  border  is  not  sym- 
bolical of  anything  special  as  it  stands.  It  is, 
however,  so  distinctive  as  to  mean  Odo-ro-no  at 
first  glance  if  used  consistently.     In  this  way  it 


Mail  Your  Figure 

To  Your  Dressmaker 

While  you  attend  to  social  duties  that  are 
pleasanter  and  less  fatiguing  than  standing 
by  the  hour  to  have  your  gowns  fitted.  Instead,  you 
can  send  this  smalj  box  to  your  dressmaker,  and  enjoy 
yourself  while  your  whole  wardrobe  is  being  made. 

The  Pneumatic  Dress  Form 

reproduces  every  curve  and  line  of  your  figure — The 
Pneumatic  Dress  Form  is  inflated  inside  the  fitted 
jacket  lining,  the  rods  are  adjusted  to  your  height — 
there  is  even  a  skirt  marker,  so  that  your  skirt  can 
be  turned  in  to  the  proper  length — and  your  gown, 
without  even  one  try-on  fits  you  per- 
fectly. One  form  serves  entire  family. 

THE  PNEUMATIC  DRESS  FORM 
IS  GUARANTEED  FOR  HVE  YEARS 

Should  any  defect  develop  return  form 
to  us  and  we  will  correct  the  defect  or  re' 
place  with  a  new  form,  without  charge. 

Written  guarantee  with  each  Pneu  Fomn. 

THIS  MODEL  — ► 
$12.50 

A  price  that  includes  Skirt  Marker.  Skirt  f  orm, 
Drafted-To'Measure  Paper  Lining  Pattern — 
packed  in  unall  box  and  prepaid  anywhere  in 
the  U.  S.  Write  for  Booklet:  "My  Double." 

Pneumatic  Dress  Form  Co. 
561  Fifth  Avenue  New  York 


BORDERS  199 

will  act  to  produce  cumulative  value  that  should 
pay  the  advertiser.  It  may  be  thought  from  these 
comments  on  the  Odo-ro-no  border  that  I  encour- 
age the  use  of  freak  borders.  Not  at  all.  A  freak 
border  is  a  failure  nine  times  out  of  ten.  This 
particular  advertisement  has  character,  and  when- 
ever you  can  produce  a  border  with  a  distinctive 
character  and  use  it  consistently  without  crowd- 
ing the  advertisement,  you  are  producing  cumu- 
lative value  and  good-will. 

The  border  in  the  Hotel  Sherman  advertisement 
is  distinctive,  but  I  doubt  its  power  to  produce 
character  or  cumulative  value.  It  crowds  the  pic- 
ture and  the  copy  and  overshadows  both.  This 
border  would  not  be  so  conspicuous  in  a  full-page 
advertisement — four  times  the  size  of  space  used 
without  increasing  the  thickness  of  the  border. 
But  for  a  quarter-page  it  is  too  dominant.  It  is 
too  much  in  evidence. 

The  border  of  an  advertisement  should  never 
be  so  strong  as  to  weaken  the  headline  or  picture. 
A  border  is  '^ millinery'^  at  best — an  aid,  not  the 
chief. 

The  border  "Save  64%*'  on  the  Sears-Roebuck 
advertisement  has  something  about  it  that  seems 
to  say,  "Read  the  next  one,  see  if  we  are  all 
alike. '*    Nine  people  in  ten  will  read  the  border 


^r^Mions^ 


m^umi 


A  Pleasant  Memory 

".......  And  when  you  leave  the  Hotel 

Sherman,  it  will  be  with  regret,  tempered  by 
fond  anticipation  of  the  happy  day  when  you 
can  return." — Elbert  Hubbard, 

Hotel  Sherman 

CHICAGO 

Rooms  with  bath  ^2.00  upward. 
The   Ice   Skating  Exhibitions  in  the  College  Inn, 
Hotel  Sherman,  are  responsible  for  the  present  revival 
of  Ice  Skating  throughout  America. 

Randolph  Street  at  Clark 
The  center  of  the  city's  life 

Sctid  for  free  color  reproduction  of  the  famous  paint* 

ing  by  Maxfield  Parrish,  "Sing  a  Song  of  Six  Pence." 

HOTEL  SHERMAN  COMPANY 


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THE  least  common  of  common 
things  in  all  the  world  is  com- 
mon sense.  Bargaining  away  his 
lY^;^  health  in  exchange  for  dollars  is 
^S  the  crowning  "business"  foolish- 
j/^  ness  of  the  business  man  of 
^^  this  age. 

rp^  Why  not  arrange  to  get  health 

|/>^  and  the  dollars,  too?    Money- 

JV"^^  making  requires  application;  ap- 

v\^fa  plication   demands   nervous  en- 

0/j^^  ergy;    nervous  energy  is  impos- 

J<^  sible  without  good  digestion,  so 

r^^  just  say  to  yourself  "Ishkabibble" 

I/jM  and  join  those  who  drink  daily 

HALF  STOCK  ALE 

With  Meals  and  on  Retiring  at  Night 

PETER  BARMANN 

BKEWERY  'PNONE  66  KINGSTON,  N.  Y. 


BORDERS  203 

all  around  and  their  eye  will  jump  back  to  it  when 
they  try  to  read  the  copy  inside.  More  "mil- 
linery.'' Too  much  attention  value  in  border. 
It  is  quite  true  that  this  advertisement  sold 
goods.  Many  pieces  of  poor  advertising  sold 
goods.  But  did  they  sell  the  maximum  amount? 
Who  knows  how  much  money  is  never  spent  that 
should  have  been  spent,  just  because  all  advertise- 
ments are  not  as  logical,  as  clean  and  as  well  bal- 
anced as  the  Oriole  Go-Basket  advertisement! 

Whenever  I  am  in  doubt  as  to  which  kind  of  a 
border  to  use,  I  cut  out  all  fuss  and  use  plain 
rules.  These  seldom  scream  over  the  shoulders 
of  the  main  message. 

I  once  heard  an  advertising  man  say  that  he 
left  such  small  things  to  the  printer.  This  is 
probably  the  worst  of  all  methods. 

In  sixteen  years'  experience  I  have  met,  man- 
aged and  mingled  with  many  printers,  and  a  great 
many  have  an  idea  of  fitness  similar  to  that  which 
produced  the  Peter  Barmann  advertisement. 

It  is  the  hardest  thing  imaginable  to  get  sim- 
plicity in  advertisement  building.  Every  me- 
chanic wants  to  use  a  new  type  face,  a  new  border 
or  some  new  ornaments.  They  reckon  that  its 
newness  is  synonymous  with  attractiveness. 

Of  course  we  must  not  forget  to  show  how  the 


\|^*    He  II  be  pleased  with    -f^^. 
\h^  a  pair  of  comfortable   i^^ 

^MRISG/1RTERS|^ 

^ii     enclosed  in  an  artistic     ^• 
J^  Holiday  box.  % 

;%       A  thoughtful  gift —   i,.^" 
\J~    acceptable — practical —     'U* 
^%i-  economical.  ^I"' 


•i-^ 


The  double  grip     -'■*'" 


%}j'  boxes  are  distinctly    "'■"jI^. 

"^.,K  different  and  very  at-  ^j| 

\i^;  tractive.  Give  him  one     ^^ 

^j:-'  pair  of  each  kind.  t^ 

t 


^  25  and  50  cents 

"f^  A.    Stein    &    Co.    %^- 

^I'l?  Maken  \r 

^J,!/  Children  s  Hickory  Garten  { 

•^,ui  Chicago  New  York 


BORDERS  205 

holiday  spirit  is  conveyed  in  a  border,  hence  the 
Paris  Garter  copy.  This  might  just  as  well  be 
holly  leaves. 

The  Indian  Head  advertisement  shows  a  new 
trend  in  the  use  of  borders.  It  is  a  fine  idea,  but 
the  ribbon  effect  occupies  too  much  space  that 
should  be  used  by  the  message  in  the  copy.  The 
elimination  of  the  ribbon  border  at  the  right  and 
bottom  of  the  picture  would  have  helped. 

This  idea  of  getting  trade-mark  repetition  in  a 
border  has  great  possibilities,  so  long  as  it  does 
not  overshadow  the  rest  of  the  advertisement. 
The  Hal  Motor  Car  Company  uses  this  same  idea 
to  impress  the  name  upon  the  reader.  They  have 
overdone  the  matter  by  using  a  type  line  inside  of 
the  border.    It  is  too  confusing. 

A  border's  place  is  supplementary  in  the  back- 
ground. When  it  becomes  the  chief  attraction,  the 
message  is  bound  to  lose  some  of  its  effect.  Keep 
your  border  plain  unless  it  means  something  defi- 
nite. When  it  has  a  definite  reason  give  it  room 
to  express  that  reason. 


3T^ 


DIAN    HEAD 


27.33 
36.40 
44  ins. 


The  Growing 
Popularity  of 
INDIAN  HEAD 

The  genuine  "Indian 
Head"  is  rapidly  grow- 
ing in  favor  for  white 
dresses,  suits,  blouses 
and  children's  clothes. 
Women  are  enthusi- 
astic about  it!  "Indian 
Head"  appeals  to  wom- 
an's love  of  beauty 
just  as  much  as  it  does 
to  her  sense  of  wise 
economy. 

"Indian  Head"  makes 
your  money  go  further 
and  your  clothes  wear 
longer. 

Why  buy  linen  at  50c 
when  you  can  get  all  the 
beauty  of  linen  and  even 
better  wearing  quality  at 
one-third  the  cost  ?  It  will 
pay  you  to  remember 

12V2C 


33     ■   ■.      ■   ■■•>.    ■       A       Ik      ■       ■       ■   ■■■■       ▲       ■■*'a. 

Ins.     ■   ■   ^B  ■      •  ■    ,Mm  ■    %■       ■       ■  ■  m^M.  m     / 

de      ■  ■     ^a  ■■#    m  »      m  ■     ^a       ■       ■  ■■■■  m      m  •■#* 


25c 
a  yard 


Reg.  U.  S.  Pat.  Off. 

Use  it  instead  of  Linen 


when  next  you  want  a  good-looking,  splendid-wearing,  white  wash-fabric  of  handsome 
weave.  Ttiere's  almost  no  wear-out  to  it.  Prove  this  to  your  own  satisfaction. 
"Indian  Head"  can  be  procured  in  ready-to-wear  clothes  and  dresses: — Look  for  the 
words  "Indian  Head"  on  the  label.  If  hot  at  your  dealer's  we  will  help  you  obtain  them. 
Another  "Indian  Head"  superiority  —  it  doesn't  wrinkle  easily.  "Indian  Head"  stays 
fresh  an  unbelievably  long  time.  You  can  easily  wear  it  many  times  before  it  looks 
soiled.    Right  here  is  a  big  saving  in  your  laundry  bill. 

There  is  but  one  genuine  "Indian  Head"— and  but  one  sure  way  to  get  it.  There  is 
one  sure  way  to  know  it— every  yard  of  real  "  Indian  Head  "  has  the  name 
in  dotted  letters  on  the  selvage^exactly  as  it  appears  on  the  border  of  this 
advertisement.  Make  sure  "Indian  Head"  is  on  the  selvage  before  you 
buy.  Ask  your  dealer  for  it.  Don't  accept  it  unless  it  has  "  Indian  Head  " 
on  the  selvage. 

We'll  Send  You  Material  for  a  Doll's  Dress.  For  three  2c  stamps, 
we  will  send  material  for  a  doll's  dress  of  "Indian  Head,"  cut  ready  to  sew, 
with  directions.     Scate  whether  for  14-,  16-  or  18-inch  doll. 


'.B 


xr)ory,  dtonvijc 


CDept.  33,  48  FrankUn  St.    ^I-^^f^ 
©♦  Boston,  Ma«». 


Reg.U.S.Pat.Off. 


INDIAN    HEAD 


INDIAN    HEAD 


^ 


They  Say 

Mr.  John    Richards    of    the 

Royal  Auto  Club,  London,  said: 

tkc  world  all  level." 


Boston  Post.  7-9-16:    - 
'H  A  L'   car   ittignti   for 
driver*." 


dl 


Indianapolis  News,  8-5-16:  - 
"Famous   ior    its     'hold    the 
road'  quality." 

The  Boston  Herald.  June  25. 
1916: 
"HAL  TWELVE'  ha»  low 

upkeep." 

Washinglon  Times,  7-29-IG:  - 
"The  Marvel  of  Molordom. " 

Jay  Bersh  says:  — 
"Just  like  a  rubber  band." 

"  I  OS  Angeles  Times,  Sept.  3, 
1916:  - 

"Hew    'HAL    TWELVE'    a 
wonder." 

Jim  Corbett  says: — 
"1  know  it't  a  good  car,  say 
anything  you  want  to." 


The  "HAL  TWELVE"  is  built 
to  be  the  best  car  made  in  America. 

The  "HAL  TWELVE"  is  long, 
low  and  light.  The  springs  calcu- 
lated for  the  exact  weight  and 
length  of  the  car  produce  luxurious 
riding  qualities  and  safety. 

The  simple  body  lines  are  not 
marred  by  unnecessary  details.  The 
refinements  embody  characteristics 
of  the  made-to-order  car. 

The  motor,  a  high-speed  twelve, 
develops  enough  power  to  meet 
every  existing  condition. 

The  "HAL"  will  out-demonstrate 
any  car  built. 

Six  body  designs,  $2385  to  $4250. 
THE  HAL  MOTOR  CAR    COMPANY 

870  EAST  72nd  STREET,     CLEVEUND.  OHIO 

We  are  now  printing  a 
story  of  the  car  and  the 
company — write    for    '" 


CHAPTEE   X 

THE   FIELD    OF    HANDLETTERING 

Because  an  advertisement  is  all  or  part  hand- 
lettered  is  no  guarantee  that  it  is  a  good  adver- 
tisement. 

Many  all-type  advertisements  would  be  ma- 
terially improved  by  the  use  of  several  ''spots" 
of  handlettering.  And  there  are  many  advertise- 
ments whose  message  is  materially  weakened  by 
the  use  of  too  much  handlettering. 

The  best  field  for  handlettering  is  the  hand- 
lettered  advertisement  to  which  I  call  attention  in 
Chapter  II,  where  I  attempt  to  classify  the  vari- 
ous styles  of  advertisements  for  easy  handling. 

Handlettering  has  a  personality  that  is  not  pos- 
sible with  tjTDe,  yet  a  wise  use  of  both  often  pro- 
duces the  perfect  advertisement. 

Where  there  is  much  space,  little  copy,  and  a 
desire  for  some  peculiar  character,  nothing  excels 
handlettering.  With  it,  a  good  artist  can  convey 
both  the  message  and  its  implied  significance  or 
character. 

209 


cu 

p.ow  supreme-  tKe  joy  of  mak- 
^  ing  Kappy  one's  friend -the  t)ien 
aime'er-with  a  well- chosen  Rift! 
Where  does  it  find  more  beauti- 
£u\  expression  than  in  the  frad- 
rance  Djer- Kiss,  unrivaled  dift  of 
Gracious  France  ?  So  breathing 
rerined  sincerity,  so  individuel ! 

'^l/red  Ul    <Jmitlx     Cx>.     Jofe.  Ompcrlm     Otltcjorf  Gitj 

PERFUME   FACE'^OWDER   TALC 
SACHET   TOILET  WATER     SOAP 


■^y^ 


""^lliS, 


fi 


Q- 


■'^t-..  - 


THE  FIELD  OF  HANDLETTERING     211 

In  addition  to  those  shown  in  Chapter  II  we 
show  here  the  Djer-Kiss  page  advertisement. 
Note  the  refinement  and  character  so  necessary  to 
the  product  advertised.  This  example  is  near 
perfection. 

Arrow  Collar  advertisements  are  often  hand- 
lettered  in  their  entirety, — and  who  can  mistake 
their  cleanly  atmosphere?  But  when  an  Arrow 
Collar  advertisement  has  more  to  say  than 
usual,  no  more  than  the  usual  amount  of  hand- 
lettering  is  employed,  the  rest  is  usually 
type. 

The  La  Preferencia  advertisement  and  the 
Dobbs  &  Co.  advertisement  are  both  very  good 
handlettered  examples,  but  the  Santa  Fe  is  not; 
yet  the  Santa  Fe  advertisement  is  a  blue  ribbon 
winner  as  compared  to  some  of  the  recent  '' dif- 
ferent^* advertisements. 

If  there  is  any  one  thing  above  another  that 
should  be  remembered  about  handlettering,  it  is 
moderation. 

Where  there  is  much  reading  matter,  type  is 
always  best,  unless  there  is  an  unusually  large 
space  to  fill.  Handlettering  must  have  character 
and  this  character  nearly  always  causes  difficult 
reading  w^hen  there  is  much  reading  matter  hand- 
lettered. 


RROW 

COLLARS 

THE  new  ARROW  Satin 
Laundry  Finish  dupli- 
cates the  appearance 
of  the  much  sought  hand- 
laundered  fabric  heretofore  to 
be  found  in  the  highest  cost 
Collars  exclusively.    2 for  25c 

CLUETT,    PEABODY    &     CO.,    Inc. 
Makers  o/ ARROW   SHIRTS,   Trov,   N.    Y. 


ft. IPS. 


DobbsSCo 

Matters 

242Bf&AyeJ}etneen27)h&38tfiSMi 

DdbbsPifHi  Avenoe  Stxaw 

$3 

Split  Straws*  Leghotti^BffliHnif 
and  Bankoks  in  ejcdusive 
3es  at  conect  paces 


I Q]  [D  [D  [D  [D  [D  [D  ID  [D  Q]  E  [D 
^eMostropular 

RENCIA 

Opecial  Jnape 
tor  \4caiion  ueason 

Epicures'^ 


Coo/p     /- 
UmoAe 


HAVANA  AMERICAN  CO..N.  Y. 

IDDlIDIDIDIDttinilDnilDIDIlII 


B 


B 


CUtrpUt 

Winter 

ilifii" 


[omia 


V/hat  you  save  m  coal 
and  "extra  clothes  bills 
and  other  necessities  in 
theEast.wiUpay  fora 
few  months  st^  in 

the  sunshine  and  out-pf 

^  doors  does  away  with 

ills  and  doctor  bills 

Four  daily  California 

tt-ainswflf£/?e  Santa  fe  .  , 
-that  includes  the  exclusively 
first-class  California  Limited 
then  once  a  week  in  winter- 
the  Extra  fine-Extra  fet-Eictra 
fare  Santa  Te  de-Luxe. 

am/ the  Grand  Canyon  of 
AriTona  is  on  vpui-  way. 
icUiiB  folders  tell 
trip. 


Our  picture 

of   trains  and 


1087  Railway  tuctiange    Chicajo 


The  Woman  ^vho 
lived  off  a  Bakeshop 


I  HAVE  made  a  discovery.  Since  I  made 
it  I  have  had  twice  as  much  fun  out  of  my 
■cooking,  and  more  pin  money  than  ever 
before. 
For  years,  I  lived  off  a  bakeshop.  Not  liter- 
ally, of  course,  for  I  cooked  all  our  everyday 
dishes,  and  sometimes  cakes  and  pie.  But  I  al- 
ways thought  I  couldn't  create  those  daintier 
morsels  that  niftke  all  the  differ- 
eiKLC  between  just  feeding  folks 
and  giving  them  a  real  thrill  when 
they  sit  down  to  the  uble.  I  wasn't 
lazy.  But  I  just  said  that  such 
things  as  patty  shells,  fruit  dump- 
lings and  fancy  cakes  were  beyond  me.  So  when 
I  wanted  any  real  delicacy,  I  ran  round  the 
corner  to  the  bakeshop  and  paid  good  money 
for  it. 

It's  one  of  those  expensive  habits  that  grow 
on   you.     I   never   realized   how 
much  it  cost   until  suddenly  wi 
moved  out  to  this  little  town. 

One  afternoon,  soon  after  we 
came  here,  Jim  telephoned  "Tom 
IS  coming  out  to  dinner  .tonight. 
Let's  have  some  of  those  chicken  patty  things 
that  he's  so  crazy  about  "  Then  suddenly  I 
realized  that  there  wasn't  a  decent  bakeshop  in 
town.  I  was  helpless.  I  knew  that  if  I  tried 
to  make  pastry  patty  shells  they  would  be  like 
cardboard.  I  was  almost  reduced  to  tears  when 
Ethel  Bell,  my  new  neighbor, 
dropped  in.  I  told  her.  She  said, 
"Why  don't  you  make  them  out 
of  Royal  biscuit  dough  f"  And 
then  and  there  she  put  on  my 
apron  and  showed  me  how. 


So  I  discovered  Royal  Baking 
Powder.  That  sounds  foolish,  be- 
cause, of  course,  I,  had  used  Royal 
for  biscuits  and  cakes  ever  since  I 
was  a  child,  just  as  my  mother  did. 
What  I  really  discovered  was  that 
with  Royal  Baking  Powder  I  could  make  all 
sorts  of  things  that  I  thought  I  had  to  buy  from 
a  shop. 

Jim  and  Tom  ivere  delighted  with  the  pat- 
ties.  Next  day  when  I  told  Ethel,  she  said, 
"Let's  try  some  scones  for  tonight."  Wo 
did,  and  Jim  ate  five.  (Ten  cents'  worth  at  the 
bakeshop. ) 

Then  I  hunted  up  a  Royal  cook  book,  and 
cooked  my  way  straight  through  it — cakes  and 
buns,  and  wafHes  and  so  on.  Jim  says  that  now 
I  give  him  things  that  you  couldn't  buy  from 
the  finest  pastry  cook  in  Paris. 

The  other  day  I  sat  down  and  figured  up  how 
much  I  used  to  spend  in  that  bake- 
shop. It  came  to  more  than  fifty 
cents  a  week.  Enough  in  the 
course  of  several  months  to  buy  a 
party  dress.  (Jim  says  if  I  keep 
on  feeding  him  so  well  I  can  have 
a  party  dress  every  month  anyway.) 

Lots  of  women  I  know  think  they  have  to 
live  near  a  bakeshop.  Perhaps 
some  of  them  would  like  to  siye 
the  money  and  get  the  fun  that 
I  have ,  out  of  my  -discovery  of 
Royal  Baking  Powder. 
So  I  am  giving  you  here  some 
of  ihe  recipes  I  use.  There  are  dozen* 
more. 


ROYAL 

BAKING  POWDER 

Five  Royal  Reapes  for  Women  Who  Have  Depended  on  Bakeshops 


CHcken  PatliM 


Ror&l  CinnuBon  Buaa 


Scaae*  Nut  Ban 


KOrxL  PATTY  S 


.u«  a^o^h.  toU  out  W  iscb  UoU 


THE  FIELD  OF  HANDLETTERING     217 

Now  and  then  a  Forceful  Educational  style  of 
advertisement  can  utilize  handlettering  for  the 
heading  or  a  panel  in  the  copy,  but  not  in  the 
manner  shown  in  the  Comptometer  advertise- 
ment. 

Here  the  heading  and  its  significance  as  related 
to  the  illustration  would  have  been  much  more 
forcible  in  bold  type.  As  it  stands  it  is  not  easily 
read  and  hasn't  as  much  character  as  a  bold  type 
heading. 

It  is  simply  a  waste  of  money  to  have  anything 
handlettered  without  a  good  and  definite  reason. 

Eemember  this:  Type  faces  of  today  are  95% 
simplicity,  and  unless  you  are  seeking  an  unre- 
lated mass,  use  type.  Don't  buy  handlettering 
unless  you  really  need  it  and  be  sure  that  there  is 
a  reason  for  the  amount  you  buy. 

Compare  the  Eoyal  Baking  Powder  advertise- 
ment (which  has  a  correct  use  of  handlettering  for 
the  heading)  with  the  Comptometer  advertisement 
(which  has  not) .  The  heading  in  the  Royal  Baking 
Powder  advertisement  adds  character,  life  and 
distinctiveness  to  the  whole  advertisement.  It  is 
well  used. 

Recently  I  have  seen  some  very  well-handled 
small  space  advertisements  that  were  80%  hand- 
lettered,  but  in  nearly  every  case  there  were  not 


fysis  onYgur  Figure  Records 


In  a  recent  address  bearing  upon  the  importance  of  a 
more  intimate  knowledge  of  cost  accounting  in  business, 
Edward  N.  Hurley,  Vice-Chairman  of  the  Federal  Trade 
Commission,  said: 

*'The  astonishing  thing  is  that  of  the  250,000 
business  corporations  in  this  country,  over  100,000 
have  no  net  income  whatever.  In  addition,  90,000 
make  less  than  $5000  a  year,  while  only  60,000 
remaining,  the  more  successful  ones,  make  $5000 
a  year  smd  over.*' 

As  long  as  the  figure  facts  lie  buried  in  your  records,  they  throw 
no  light  upon  the  problem  of  successful  business  management. 

Turn  on  the  spotlight  and  see  what  it  is  costing  to  make,  handle 
and  distribute  your  goods. 

If  you  are  headed  the  wrong  way,  you  want  to  know  it  in  time. 


The  figure  facts  you  need  can  be  se- 
cured with  the  Comptometer  quickly 
and  easily  without  burdensome  cost.  It 
puts  within  easy  reach  exact  knowledge 
of  the  cost  of  each  article  produced  or 
handled;  expense  by  departments;  by 
salesmen;  by  territory;  comparative 
statements  of  gross  and  net  profits  month 
by  month,  or  even  week  by  week. 


If  you  have  a  good  cost  system,  the 
labor  and  expense  of  operating  it  will 
be  greatly  lessened  by  the  rapid  work 
of  the  Comptometer.  Because  of  its 
speed  and  reliable  accuracy  on  all  kinds 
of  figure  work,  it  is  an  indispensable 
factor  in  the  accounting  systems  of 
many  successful  concerns  in  all  lines 
of  business. 


Would  you  like  to  talk  to  a  Comptometer  man 
about  the  application  of  the  machine  to  your 
accounting  work — its  possibilities  in  time  and  labor- 
saving,  the  short  cuts  made  possible  by  the  instruc- 
tion service  that  goes  with  the  machine? 

On  your  invitation,  he  will  be  glad  to  come  and 
lay  the  facts  before  you  for  your  consideration, 
without  any  obligation  on  your  part.  Further 
information  by  correspondence  if  desired. 

FELT  &  TARRANT  MFG.  CO. 
1723  North  Paulina  Street,  Chicago,  Illinoi* 


THE  FIELD  OF  HANDLETTERING     219 

over  four  words  and  name  and  address  in  one 
such  single  column  space.  Notice  the  Back  to 
Nature  example  and  the  Blaisdell  Pencil  example. 

Thus  we  see  that  the  Handlettered  style  of 
advertisement,  the  Forceful  Educational  style  and 
Small  Space  advertisements  are  all  in  line  for 
using  handlettering. 

Perhaps  the  best  use  for  handlettering  is  for 
trade-marks,  such  as  ''Colgate,"  ''Stewart," 
"Overland,"  "Dodge  Brothers,"  etc. 

The  distinction  possible  in  the  use  of  handlet- 
tering for  trade-marks  causes  the  style  of  the 
name  to  be  as  easily  remembered  as  the  name, 
and  therefore  makes  substitution  more  difficult. 
Every  product  or  service  should  have  a  distinctive 
name  design. 

Compare  the  two  "Willowcraft"  advertise- 
ments. 

"Willowcraft"  in  type  does  not  suggest  any- 
thing special  but  "Willowcraft"  handlettered 
suggests  the  whole  story  and  instantly  forces 
itself  before  the  reader.  Its  shape  and  graceful 
swing  defy  oversight.  Also  notice  that  this  name 
is  the  only  handlettering  in  the  advertisement. 

Now  glance  at  the  Salisbury  Wheel  advertise- 
ment. This  is  supposed  to  be  all  handlettering, 
and  yet  it  is  not  handlettering  at  all.    Handletter- 


Nofunnier  bit  of  typical  American  humorhasever 
been  written  than  this  convulsing  tale  of  two  ama- 
teur sportsmen  who  go  "back  to  nature"  on  a  hunt- 
ing and  fishing  trip.  It  is  a  rare  bit  of  refreshing  and 
spontaneous  humor  enlivened  by  illustrations  made 
by  Newkirk  himself,  in  astyleofdrawing  that  isaa 
original  and  entertaining  as  his  literary  method 

Thomas  W.  Lawson  says  It  is:  "Body-shaking, 
lung-tearing,  side-splitting. ...  I  hystericked,  rolled 
over  the  library  rug,  and  in  my  awful  gleeful  con- 
tortions nearly  rolled  into  the  open  grate." 

"I  think  you r  book  splend id . . . .  You  h ave  a  spon- 
taneous  style  that  is  admirable,"  says  Walt  Mason. 

"I  sat  last  night  and  read  your  book  and  laughed 
and  la£fed  and  larfed  and  ^liiff awed  and  got  up  and- 
yelled  from  pure  joy.  It  is  my  idea  of  an  unflawed 
gem."— George  Fitch, 

Price  75c;  postpaid  80c 
Fnnk  &  W«CB«Ib  Co..  354.60  Foorth  Are..  New  York 


/ 


don't  want  to  whittle  and  fuss 
with  wooden  pencils. 
Let  them   follow  the 
modern  idea. 

Blaisdell  Paper  Pencil  Co. 
Philadelphia 


B/aisde//?:^< 


Juat  nick 
the  paper 


The  owners  of  both  the  most  preten- 
tious homes  and  the  modest  bungalows 
select  Willowcraft  furniture  because  it  is 
correct  in  every  detail.  The  designs, 
workmanship  and  fine  materials  have 
combined  to  make  Willowcraft  the 
standard  willow  furniture  of  America. 

Send  for  our  free  catalog  showing  175  patterns. 

THE    WILLOWCRAFT    SHOPS 

Box  M.  North  Cambridge,  Mass. 


Willowcraft 

There  dse  many  kinds  of  willow  fur- 
niture— iherels  only  one  "WILLOW- 
CRAFT." It  is  so  much  better  in 
material,  design  and  construction  that 
no  comparison  is  possibly— one  recog- 
nikes  its  thoroughbred  appearartce  at 
once.  Its  fine  lines,  workmanship  and 
durability  stamp  "WILLOW- 
CRAFT" as  wonderfully  different 
from  the  cheaply  constructed  kinds 
which  are  found  at  stores  generally. 

Our  catalog  suggeaU  1 75  attractive  pattern: 
Soul  for  it  to-dau 

THE  WILLOWCRAFT  SHOPS 
Box  G  North  Cambridge.  Mass. 


AXJjBiS  WHBBIjS 
TRANS?lISSIOlS\S 


'UAMEaTOWN.  N.Y. 


THE  FIELD  OF  HANDLETTERING      223 

ing  must  have  a  certain  amount  of  uniformity, 
grace,  character  and  harmony  to  come  under  the 
correct  heading. 

Of  course  this  advertisement  is  different,  but  it 
does  not  suggest  axles,  wheels  or  transmissions. 
It  is  just  a  mass  of  drawn  words.  This  was  orig- 
inally an  eighth  page  in  trade  papers. 

The  type  of  handlettering  used  for  the  ^^Back  to 
Nature"  book  advertisement  is  very  well  chosen 
as  a  medium  of  strong  and  unique  display  and  is 
unusually  good  for  small  space.  Its  irregularity 
commands  and  vaguely  suggests  the  comic. 

An  intelligent  piece  of  handlettering  is  not  an 
easy  thing  to  find,  and  we  must  make  sure  that  the 
few  words  that  we  do  use  are  openly  handled  and 
easy  to  read.  For  instance,  notice  the  heading  of 
the  Southern  Cypress  Manufacturing  Association. 
Here  type  would  have  been  far  superior  and  more 
economical  from  every  standpoint. 

Ever  so  often,  the  type  foundries  bring  out  a 
face  of  type  which  makes  an  effort  to  look  like 
handlettering,  and  some  of  the  faces  are  so  well 
done  as  to  cause  advertisement  builders  many 
puzzling  moments  and  ofttimes  a  wrong  guess. 

The  Simonson  advertisement  is  set  in  Pen  Text 
and,  while  it  may  be  *^  different, '*  it  has  the  same 
failing  as  an  all  handlettered  advertisement — il- 


fev4^^^^ 


ppO*^ 


|9^W1i€ll  ptumini  •  llmuion.  •  But<i 
■^  F»r»n.  k  SI««>in«-Porch  or  jost  »  F»i 
tyutrKP/TEsSvo.  ft(;/LP  HUT  OH 


'Short  Cuts  to  Good  Carpentry"- 

( Vol.26.CypressPocket  Library) 

48   pages   of   authoritative  in- 
struction   (simple,  clear    and 
stimulating)   fully  illustrated 
and  with  big:  Supplement,  24 
X  35  in.  with  detailed  Work- 
ing-   Drawings    that    show 
how  to  make  twelve"hard 
jobs"  eacj ,  safe   and  ecch 
nomical  of   both    labor 
and  Lumber.    Read  what 
"Rural  Life."  (Roches- 
ter, N    Y.)  says  ot 

"SHORT  CUTS  to 
GOOD  CARPENTRY" 

"  It  is  a  guide  book  for 
^'^vS^  the  man  or  boy  who 
can  handle   a  saw 
r^^'^^v      or   hammer  and 
""J^^^^v    wants  to  know 
"v^I-qSv  how    to    use 
x^^X    them   to 
the    best 
advan- 
tage." 
Ten 
topics 
pertain- 
ingtothe 
house  and  4 
about    bams. 
Sent  free  with 
our    compliments. 

WE  TRUST  YOUR 

OWN   JUDGMENT 

nd  SELF-INTEREST  to 

INSURE  CYPRESS  on  YOUR  joh. 
The  Wood  Eternal"  keeps  values 
going  up  by  keeping  the  place  from 
running  down." 


CYPf^^ 


o'/^ci. ■'  TRY  IT. 


our  "AIX    BOUND    BEXPS    DEPAHTMENT"  h.lp    VOU.      Oor     rCTourcn   .r«   at    rour  Mrvic.  ».Ui  n.li.bU  O 

SOUTHERN  CYPRESS  MANUFACTURERS'  ASSOCIATION 


HIBERNIA  BANK  BUILDING.  NEW  ORLEANS,  LA. 


CYfRJaiS   AT    YOUK    LOCAl. 


IF   UE  HASN'T  IT.    LET  US  KMOW  UIMSDIATSLY. 


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.S  .§-1 


226     TYPOGRAPHY  OF  ADVERTISEMENTS 

legibility.  Pen  Text,  however,  is  good  for  a  few 
words  only  or  possibly  a  trade-mark. 

This  Pen  Text  face,  like  hundreds  of  freak  faces, 
is  just  a  fad  and  is  taken  up  by  a  class  of  adver- 
tising men  who  are  always  trying  out  the  latest 
thing  in  type  regardless  of  where  it  is  used  and 
what  it  is  used  for.  They  like  to  hear  some  say 
that  it  is  such  a  ^ '  different ' '  advertisement.  How- 
ever, when  fads  overshadow  the  message,  the  mes- 
sage suffers  and  the  fad  dies — nearly  always. 

I  could  show  dozens  of  faddish,  freakish  faces 
of  type,  but  as  I  cannot  find  a  reason  for  them  in 
advertisement  building,  you  will  not  find  many  in 
this  book. 

Man  is  interested  in  man,  and  handlettering  if 
well  handled  is  unusually  interesting  because  of 
its  human  touch,  but  handlettering  is  very  risky 
and  requires  much  careful  thought  before  using. 
When  in  doubt,  don't. 


CHAPTEE  XI 

WHITE    SPACE   AND    MARGINS 

Advektising  men  are  oftentimes  deluged  with 
admonition  to  use  more  white  space  to  make  an 
advertisement  distinctive.  White  space,  like 
nearly  every  other  good  point  in  building  an  ad- 
vertisement, can  be  overdone  or  half  done.  It  is 
one  of  the  most  difficult  things  that  an  advertise- 
ment builder  has  to  handle.  And  margins,  being 
a  form  of  white  space,  are  a  close  second  as  diffi- 
culties to  be  encountered  in  the  physical  make-up 
of  an  advertisement. 

The  Gregory  Seed  advertisement  shows  an  ex- 
cellent use  of  white  space  as  an  attention  pro- 
ducer, and  while  the  margins  on  each  side  of  the 
body  matter  are  a  trifle  wide,  they  are  correct  in 
relation  to  the  border  used  and  the  amount  of 
white  space  used  in  the  entire  advertisement.  We 
must  never  forget  that  as  an  attention  producer 
white  space  has  but  few  equals,  provided  it  is 
properly  handled. 

We  must  strive  to  make  the  message  the  thing. 

227 


iiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 

I  A  Wonderful          | 

I  Offer- 

S  The  Gregory  cataldg  for  1916  is  out.    A 

=  handsome,    helpful    82-page    book.-      It 

=  marks  our  60th  year  as  growers  of  Honest 

S  Seeds.  Your  copy  is  ready.   Send  for  it 

=  to-day.    Take  advantage  of  the  cul 

S  tural  helps  it  ofi[ers— the  result  oPour 

S  60  years'  experience.  Select  from  our 

S  many  unexcelled  varieties— truth 

=  fully  illustrated    and    described. 

=  They  are  grown  on  our  own  farms, 

S  and    under    expert    direction. 

=  Grow  Gregory's  Honest  Seeds 

=  in   your   garden    this   yea."-— 

S  plant  Gregory's 

1  Wonderful  $1  Collection 

=  an  unusual  offer  to  celebrate  our 

=  60th  Anniversary.    Comprises  26 

—  varieties    of    choicest     vegetables, 

=  and  6  beautiful,  easy-grown  annual  flowers. 

=  In  all  32  full-size  packets  for  $1.00  postpaid/ 

=  Yield  sufficient  for  summer  and  winter  use 

=  of  an  average  family.    Crops,  if  sold,  would 

=  bring  $15  to  $25.    With  the  collection  we 

=  give  free  a  Garden  Blue  Print,  with  direc- 

=  tions — to  help  lay  out  the  plot. 

=  Whatever  your  needs  in  garden,   field  or 

=  flower  seeds,  it  will  pay  you  to  select  from 

=  our  Anniversary  catalog.    Send  for  it  today 

=  — then  order  early 

=  A  sample  of 

=  what  the  $1 

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^  yields 


J.  J,  H.  Gregory 
&  Son. 

620  Elm  Street 

Marblehead,  Mass. 


"Heatproof" 


Our  new  "Heatproof"  com- 
pression riveter  dies  are  all  that 
their  name  implies.  They  can 
be  used  continuously  without 
cooling,  and  when  worn,  can  be 
recupped  without  any  heat  treat- 
ment whatever.  They  save 
time. 

We  positively  guarantee  them 
not  to  split,  and  ship  on  ap- 
proval. If  you  are  interested  in 
increased  shop  efficiency,  send 
in  your  riveter  die  specifications. 

Qeq  F  MaRCHAMT 

1422  So.  Rockwell  St.,    CHICAGO 


The  first  timepiece  ever  made  exclusively  for 
automobiles  is  the  Waltham.  Two  mainsprings 
render  it  immune  to  vibration. 

Waltham  Watch  Gimpany,  Waltham,  MaM. 


Uakers  of  the  famous   Wallham    •Riverside"  WaUhes 


WHITE  SPACE  AND  MARGINS  231 

We  must  use  white  space  as  an  aid,  not  as  a  whole 
reason  for  the  advertisement. 

The  Geo.  F.  Marchant  advertisement  is  an  ex- 
ample of  what  I  consider  excellent  use  of  white 
space.  This  advertisement  is  well  balanced.  The 
reader  sees  the  product  connected  with  a  strong 
and  interesting  heading  and  the  whole  make-up 
is  one  that  would  be  hard  to  miss  wherever  placed. 

Compare  this  with  the  Waltham  Watch  adver- 
tisement. In  the  Waltham  copy  the  message  and 
appearance  would  have  been  more  interesting  if 
the  type  had  been  at  least  14  point  instead  of 
8  point  and  the  amount  of  white  space  reduced  to 
at  least  one-half.  The  Waltham  Watch  advertise- 
ment overdoes  the  use  of  w^hite  space. 

It  might  be  said  that  there  was  too  much  white 
space  in  the  Arrow  Collar  advertisement  shown 
on  page  212,  but  I  am  of  the  opinion  that  this  white 
space  as  here  used  produces  attention  that  will 
certainly  rest  on  the  name  of  the  goods  just  be- 
low the  white  space.  I  consider  this  one  of  the 
best  Arrow  advertisements  and  an  excellent  use 
of  white  space  as  a  means  of  gaining  attention. 

The  Pond's  Vanishing  Cream  advertisement 
uses  white  space  to  excellent  advantage.  This 
method  of  setting  the  body  matter  to  one  side 
makes  for  a  freedom  that  gives  distinction  to  the 


Take  Every  Precaution 

Avoid  sunburn  and  tanning; 
they  not  only  discolor  the  skin  but 
toughen  it  and  make  the  pores 
coarse. 

Protect  your  skin  and  it  will  not 
burn  half  so  readily. 

Never  use  a  cold  cream  or  grease 
preparation  before  exposure  to  the 
sun. 

NOT  A  COLD  CREAM 

Pond's  Vanishing  Cream  offers 
just  the  protection  the  skin  needs. 
It  is  not  a  cold  cream — it  contains 
absolutely  no  grease. 

The  substance  used  as  its  base 
is  recommended  by  scientists  as  un- 
surpassed for  preventing  roughen- 
ing and  sunburn.  Use  Pond's  Van- 
ishing Cream^  freely.  You  will  find 
it  improves  the  clearness  and  healthy 
tone  of  your  complexion;  that  it  im- 
parts a  most  refreshing  sensation  of 
coolness  and   softness.    You   need 

Ponds  (omp'iny. 
Vanishing  Cream 

A  free  sample  tube  on  request,  or 
send  4c  for  large  trial  size,  enough  for 
two  weeks.     Made  by  the  makers,  of 

POND'S  EXTRACT 

the  universal  lotion  for  cuts,  bniisea  and 
bums  — a  household  necessity  in  every 
American  home.  Send  4c  for  trial  bottle. 
PONDS  EXTRACT  CO.,  148  Hudson  St.. 
New  York. 

Al»<)   Talcum.   CoU  Cream,   Tooth  Paste  and  Soap 


WHITE  SPACE  AND  MARGINS         233 

advertisement  when  placed  so  that  the  white  space 
comes  next  to  a  column  of  reading  matter.  In 
the  case  of  the  Pond's  advertisement,  it  was  not 
properly  placed  as  it  appeared. 

A  heavy  border  requires  a  wide  margin  between 
type  and  border  in  order  to  relieve  the  effect.  I 
usually  work  on  the  idea  that  bold  body  type 
(and  I  seldom  use  bold  body  type)  requires  twice 
the  amount  of  marginal  white  space  as  ordinary 
body  type.  I  do  not  believe  that  there  can  be  any 
set  rule  as  to  how  much  space  should  be  left  for 
margin  between  border  and  ordinary  body  type. 
It  depends  on  the  weight  of  the  border  and  the  size 
of  the  type.  On  small  advertisements  in  expensive 
magazines  I  have  used  with  effect  as  little  as  four- 
points  between  a  1-point  rule  and  the  5-point 
type. 

My  idea  is  to  have  the  margin  just,  so  wide  that 
the  copy  does  not  look  cramped  and  hard  to  read. 
I  try  to  get  the  margin  just  wide  enough  so  the 
reader's  eyes  will  not  ''butt''  into  the  border  when 
reading  from  the  end  of  one  line  back  to  the  be- 
ginning of  the  next. 

The  Thermos  advertisement  has  used  proper 
margins.  Some  advertisement  builders  might  say 
that  they  were  a  trifle  too  wide,  but  when  you  con- 
sider the  heavy  outside  rule  of  the  border,  I  be- 


FOR  THE  OLD  FOLKS 


npHE  problem  of  the  selection  of 
-■-  the  handsomest  and  most  useful 
Christmas  gift  is  happily  solved  by 

THERMOS 

For  Thermos  serves  you  right — 
food  or  drink — hot  or  cold — when, 
where,  and  as  you  like. 

Every  member  of  the  family,  every 
one  on  the  list  of  friendship,  from 
infancy  to  old  age — either  in  the  hours 
spent  at  or  away  from  home — have 
innumerable  daily  uses  for  Thermos. 

Thermos  brings  to  them  in  the  hot 
summer  months  all  the  comforts  pro- 
duced'by  ice,  and  in  the  cold  winter 
season  all  the  joys  to  be  obtained  by  fire. 

In  buying  Thermos  for  "him"  or 
her"  as  your  Christmas  gift,  you 
are  selecting  the  invention  honored 
with  the  Grand  Prize  by  the  Panama- 
Pacific  Exposition;  and  by  like  Ex- 
positions at  Berlin,.  Paris,  Antwerp, 
Madrid,  Seattle.Vienna,  and  London. 


Thermos  in  great  assortment  awaits 
you  at  any  one  of  100,000  dealers. 
If  you  live  in  the  country  ask  that 
it  be  sent  postpaid.  From  $1.00 
up.     Send  for  booklet. 

American  Thermos  Bottle  Co. 

Norwich,  Conn. 


A  Small,  Individual  Kawneer  Store  Front 

X-ou  will  «r«n<  th.t  ih.  tt,<.u..na.  o(  KAWNEER  STORE  FRONT 

.uccc»e>  »r<:n-t  h.pp.n.t.nce.:  luck  ha.  not  played  a  bi4  part.  When 
Merchant,  in  all  kind,  of  bu.inc.c.  and  working  under  all  .ar*.  o<  con- 
dition., have  mad.  money  on  new  KAWNEER  STORE  FRONTS,  do 
you  think  your  ca.e  i.  exceptional?  Do  you  belie^■e  your  condition  ia 
.och  that  the  proper  kind  o£  KAWNEER  FRONT  would  not  iocrea.e 
your   profita? 

Xo.t.  money  «o  put  in  a  KAWNEER  STORE  FRONT."  True,  and 
it  take,  the  profit  on  many  over-the-counter  .ale.,  but  ii  it  U  <  mean,  of 
makin«  more  money,  ian't  it  a  practical  inveatment? 

Store  Fronta  of  the  crudert  kind  co.t  money,  in  fatct  there  i.  little  dif- 
ference in  the  co.t  of  .uch  Fronta  and  bright,  clean-cut  and  attractive 
KAWNEER  STORE  FRONTS.  The  ultimate  re.ult  —  the  oltimate 
profit— ia  what  you  are  iotere.ted  in;  not  merely  the  initial  co.t. 


'Suf "i^i't  K^ w  n e  e  p  ;r;;'ra"'.*°to':: 

w.U.n«  becau.e  .t      I  V    StORF  FRONTS    *  l- _    ., -,  =n  .  j  j:.:_.  ., 


^  ^_^  Storefronts-        him $12.30 addiu. 

How    many    extra    .ale.    would    your   new    KAWNEER 

STORE  FRONT  have  to  create  to  make  that  $12.50  each  month?  How 
lon«  would  it  Uke  your  KAWNEER  STORE  FRONT  to  actually  pay 
for  it.elf? 

One  Shoe  dealer  paid  for  hi.  new  KAWNEER  STORE  FRONT  in 

ei«htmontha   (40%  increa.e   in  bu.ioe..).     Another  paid  up  in  Jive  month. 

-another  in  ten  month..     There  are  thou.and.  of  KAWNEER  FRONTS 

that  have  paid  for  themaelve.  in  le..  than  one  yeai— both  ia  little  town. 

d  big  citie*. 


I.  your. 

an  EXCEPTIONAL  Store? 

Book  of  Store  Front  Ideas 

5*  that  we  may  be  of  fir.t  help  to  you  in  your  con.iderafion  of  a  new 
Store  Front  we  have  compiled  and   publi.hed  "Boo.tinS  Bu.ine..  No.  12." 
It  i.  a  book  of  authentic  idea,  on  Store  Front.  -  idea,  that  30.000  Mer- 
chant,   have    developed    in    their    adoption    of     KAWNEER     STORE 
FRONTS.     It  contain,  photograph,  and  drawing,    of  big  and  little  Store 
Front.  —  .ome  of  the  be.t-payinj  in  the  country  -  and  other  information 
that  will  intereat  you.     It  contain,  information    that  you   will  need  when 
you  come  to  put  in  a  new  Store  Front  to  increa.e  your  bu.ine... 

Don-tri 
kind  when 
ioformaUoc 

k  the  amount  of  money  it  take,  to  put  in  a  Store  Front  of  any    1 
a  mere  reque.t  for   •Boo.tin*   Bu.ine..   No.  12"  will  live  you    ■ 
that  wiU  .ave  and  make  you  mooe.                                                            ■ 

Send  today  — your  copy  i.  waiting  for  you. 

Kawneer 

>tanuracturing  Company 

Factories:                         Francis  J.  Plym,  President 
NUea.  Mich.            DepL   K.      1203  NortK   Front  Street 
SanFr.nci.co.                         NILES.    MICHIGAN 
Toronto.  Can.                                         Home  Off.ce. 

We  Have 
a  Branch 
Near  You 

THAT  clean,  long  filler  is  • 
great  comfort.  It  means 
that  as  you  smoke  your  mild 
Tom  Moore  you  will  never 
draw  imall  tobacco  threds 
•long  with  the  smoke. 

In  addition  it  enables  our 
Skilled  cigar  makers  to  shap» 
for  you  the  handsomest  cigar 
that  IQc  can  buy. 

The  next  time'  you  buy 
Tom  Moores»  ask  particularly 
lor  the  "Monarch"  size. 


'TpM  Moore 

CIGAR  lO* 

Little  Tom  5* 


WHITE  SPACE  AND  MARGINS         237 

lieve  that  you  will  agree  that  these  Thermos  mar- 
gins are  nearly  perfect.  Compare  the  Kawneer 
advertisement  with  the  Thermos  advertisement. 
This  Kawneer  copy  illustrates  clearly  what  I 
mean  by  having  the  reader's  eye  *'butf  into  the 
border  by  every  attempt  to  follow  from  the  end 
of  one  line  to  the  beginning  of  the  next.  Three 
times  the  present  margins  of  the  Kawneer  adver- 
tisement would  materially  improve  the  appearance 
of  this  advertisement.  The  type  could  be  better 
chosen  and  the  headline  should  be  in  two  lines 
and  much  larger.  This  advertisement  shows  what 
often  happens  when  we  get  away  from  clean-cut 
body  type  and  leave  the  choice  of  sizes  and  mar- 
gins to  some  compositors  in  average  print  shops. 

There  must  be  good  balance  in  every  advertise- 
ment if  it  is  to  be  and  look  consistent  at  first 
glance.  If  the  white  space  is  not  balanced  it  is 
not  well  used.  The  reader  will  notice  the  blank- 
ness  rather  than  the  message. 

The  Tom  Moore  Cigar  advertisement  has  a 
heavy  border  but  there  is  a  third  too  much  white 
space  used.  Notice  the  weak  and  washy  appear- 
ance of  this  advertisement.  The  white  space  over- 
balances the  border  and  type  matter.  The  dark 
border,  trade  name  and  cut  demand  that  the  en- 
tire composition  be  kept  reasonably  dark  in  gen- 


The  Severest  Test 
of  a  Coffee 


is  after '  dinner  coffee.  The 
rich  essence — undiluted — is 
sipped  leisurely  and  its  flavor 
is  tnore  noticeable. 

To  have  this  important  detail 
of  your  dinners  an  unusual 
success,  serve  Yuban,  the  Ar- 
buckle  Guest  Coffee. 

Yuban  is  the  coffee  the  great- 
est coffee  merchants  in  the 
world  have  for  many  years 
offered  their  guests. 


TOOTH  decay  usually 
begins  on  the  sides  of  the 
teeth  or  in  the  crevices 
of  the  grinding  surfaces.  This 
fact  indicates  that  the  tooth 
brush  does  not  thoroughly 
clean  all  surfaces  of  the  teeth. 
It  also  indicates  that  some- 
thing more  than  mere  brushing 
is  necessary  to  prevent  decay. 


Listerine  can  reach  every 
exposed  surface  of  the  teeth 
because  it  is  liquid.  Lister- 
ine, as  a  mouthwash-dentifrice, 
insures  mouth-cleanliness  in 
its  highest  possible  degree. 

Brush  the  teeth  with  Listerine ; 
then  thoroughly  rinse  the 
mouth  and  the  spaces  between 
the  teeth  with  diluted  Lister- 
ine. This  is  an  efficient  and 
pleasant,  yet  scientific  way  of 
preserving  the  teeth. 

Ask  for  Listerine  in 
the  original  bottle  and  be 
assured  of  the  genuine 
by  the  appearance  of  the 
package— round  bottle — 
brown  wrapper. 

Four  Sizes:  15c,  25c.  50c,  $1 
Manufactured  only  by 

Lambert   Pharmacal 
Company 

St.  Louis,  Mo.  Toronto,  Can. 


UO     TYPOGRAPHY  OF  ADVERTISEMENTS 

eral  effect.  It  loses  its  sturdy  effect  when  too 
much  white  space  is  used. 

The  Yuban  Coffee  advertisement  is,  to  my  mind, 
as  good  an  example  of  every  point  of  display  as 
ever  came  to  my  attention,  when  you  consider  that 
this  is  a  four-inch  single  column  newspaper  ad- 
vertisement. 

The  handling  of  trade  name,  package  cut  and 
white  space  in  the  Listerine  advertisement,  while 
not  new,  is  decidedly  effective  and  well  done.  It 
is  suggestive  of  many  excellent  things  in  white 
space  and  margins  as  used  in  advertisement  dis- 
play. 


CHAPTER  XII 

WHAT    IS    EMPHASIS    AND    WHAT    IS    NOT 

Opinions  differ  as  to  the  efficiency  of  empha- 
sized words  in  the  body  part  of  an  advertisement. 
Some  writers  of  advertising  copy  emphasize  about 
one-third  of  their  copy.  Others  use  no  emphasis 
except  the  headings. 

I  believe  that  it  is  sometimes  necessary  to  add 
force  and  attention  to  certain  words,  but  I  have 
always  maintained  that  the  fewer  the  emphasized 
words  the  better  the  effect. 

A  logical  well-written  advertisement  which  has 
a  real  message  to  deliver  does  not  need  bold  type, 
does  not  need  underscored  words  in  order  to  be 
convincing.    It  is  its  own  best  excuse  for  living. 

It  is  a  fact  that  if  an  advertisement  has  a  real 
forceful  heading,  which  tells  a  vital  story  to  the 
man  who  needs  the  product,  this  man  will  read  the 
entire  advertisement  and  remember  its  points 
without  any  screaming  underlined  or  bold  words 
scattered  through  the  advertisement. 

An  advertisement  that  has  the  larger  part  set  in 
bold  type  is  harder  to  read  than  an  advertisement 

241 


Fabric  is  to  your  Tire 
what  Structural  Steel 
is  to  a  Building 

If  you  have  believed  that  your  mileage 
depends  mostly  upon  the  rubber  in  the ' 
tire,  disabuse  your  mind  at  once  eind 
save  yourself  trouble  and  money. 
Cotton  fabric  is  the  vital  part  of  &  tire.  "When 
Miller  engineers  achieved  the  epocheJ  success 
of  reinforcirtif  the  basic  structure  of  tires  thru 
preserving  the  natural  oegetable  wax  and  oil  in  the 
cx>tton  fibre  they  gave  to  motorists  an  improve- 
ment £is  great  as  the  development  of  steel 
construction  for  sky  scrapers. 

The  Structural  Fabric  in 

ItlUlerE^fTtr^s 

Carrie*  the  Load  and  Strain  Just  as  Steel 
Beams  and  Girders  do  in  the  Slcy  Scraper. 

A  tire's  fabric  is  as  incomplete  without  its  natural  veg- 
etable wax  and  oil  eis  a  steel  structure  ia  without  its  rivets. 

And  just  as  it  requires  a  multitude  of  rivets  to  bind 
together  the  entire  building,  so  must  the  fabric  have  its 
wax  and  oil  retained  just  as  Miller  preserves  all  of  it 

Heat  is  required  to  vulcanize  tires.  The  secret  and 
exclusive  Miller  Method  of  vulcanizing  at  a  low  degree 
of  heat,  cures  thoroughly  but  does  not  bum  the 
strength-giving  lubricants  out  of  the  fabric. 

This  same  wonderful  Miller  Method  also  retains  all  the 
primitive  endurance  and  toughness  in  the  rubber  and 
prevents  its  deterioration  during  »vulcanization. 
But,  unfortunately,  all  tires  look  very  much  alike. 

There  is  one  safe  way — insist  on  a  Miller  Geared- 
to-the-Road  Tire  and  then  you  know  it  has  not 
been  worn  out  during  manufacture. 

Your  car  demands  tires .  that  are  equal  to  the  dual  task 
imposed  upon  them  by  car  and  the  road.  Miller  tires 
come  from  the  factory  mtad — hum-full  of  mile  muscle, 
of  vigor,  power  and  slarhina.  They  come  to  you  with  all 
the  qualities  that  give  you  long  and  sustained  mileage. 

THE  MILLER  RUBBER  CO.,Abon,U.S.A. 

DEALERS  AtiD  r>ISTiUBUTORS  EVERYWHERE 

Mmjadarm  tf  c  rnmfkk  IUk  of  Dnial^'  Suniria.  P/jofclora'  <mJ  HcafUal  SiiuJla. 


This  year  plant  a 
Ready-tO'Grow 
Seedtape  Garden 

Lay  the  tape  in  the  furrow  and  cover 
it  up.  That's  alL   Ki  even  fertilized!. 

No  more  trying  to  sprinkle  individual, 
teedi  evenly  and  regularly  along  •  row.. 
No  more  diesome  meuuriag.  No  tedious 
hours  bending  over,  thinning  out,  ! 
or  displacing  roots  o(  healthy  plants. 


(B^ter  Quality  Seeds) 

consists  o(  clean,  carefully  selected 
garden  seed  of  prize>winning 
strains,  properly  spaced  in  a  thin  paper- 
tape,  fertilized  with  fish  glue.  The  fertilized 
tape  acts  as  a  wick  drawing  the  ground- 
moisture,  thus  assuring  early  germina-' 
tion  and  healthier  plant  fife. 

Seedtape  stands  for  highest  quality  seeds 
as  well  as  simple  planting.  Seedtape  Vege- 
tables  come  in  40-foot  strips  selling  at  I  Oc, 
Seedtape  Flowers  in  10-foot  strips  selling 
at  5c 

Mosl  goodslora  which  usually  sell 
seed  are  now  selling  Seedtape,  If 
your  dealer  carmoi  supply  you  We 
will  gladly  fill  your  orders  direct 
Ready 'To 'Grow  Seedtape  Gar- 
dens afford  you  the  knowledge  and 
experience  of  a  board  of  gardening 
authoritie*.  You  get  the  beat  vari- 
etie*  of  each  flower  and  vegetable 
and  in  just  the  quantities  needed. 

eo  SfitMf  Codeo-CooiK  20  bant  o<  S«kw< 
wuh  hai  diiMuei  f  o>  ■««»<  pludav.  ud  <U(u  J 
nuxU  audeaa  lo  nUe  the  Bid  <4  rx  •nikUc  ■««. 
Aucli  the  a>upcm  bdow ID  nw  o>d<>  oclou- S2.I»4S 
wc  wOl  mdiidc  S hil-nc puW. oi Sa2tai;fl»na,  wilk 

*1    Saadup*  C«td«n-C<«u»  10  boui  d  Snfaoe 

witk  hiU  diieaiaii  lo  •acamm  (luoaii  ud  il  liiiii  d 
■Dodd  Kideu.  AsKk  tlK  CDWn  lidcw  B  rm  ctita  a>  - 
cloon.  SJ  K«i  «  wiU^hA2(»UHa.  p«U«oi  <<  SeaJ. 

OR,.  SM<lupeC*^(Un-St»ckwadSc«kw«no<«n 

f  OC  (f„||  ^,1  ,^  t,  ]9ib  sck^fHuSw-ha 

ducctMU  for  lucceaive  pUotiov  Aad  dcnga.  toe  Bodd  »nk^ 
1  (\f.  SoedUpt  Cudcn-I  hilMj*.  404oet  box  of 
I UC  ruUifan  with  the  1B16  SeodUpo  eotolovao. 


Counlj/  A/enU  Wanted  Thwugkoul  the  U.  S. 

AMERICAN  SEEDTAPE  COMPANY 

SSli  Woolwonh  Bids.,  N<*  York 


WHAT  IS  EMPHASIS  AND  WHAT  IS  NOT     248 

that  has  no  bold  lines  whatever.  The  best  adver- 
tisements in  my  collection  are  almost  without  ex- 
ception those  that  have  the  fewest  bold  lines. 

I  have  always  contended  that  profuse  emphasis 
is  an  acknowledgment  of  weakness  in  copy.  Nine 
times  in  ten  an  over-emphasized  advertisement 
denotes  the  work  of  an  inexperienced  advertise- 
ment builder  or  is  the  work  of  a  successful  busi- 
ness man  whose  knowledge  of  advertisement  con- 
struction is  limited. 

Some  business  men's  idea  of  a  strong  forceful 
advertisement  is  one  set  entirely  in  bold  type  with 
underscored  headings.  I  once  knew  a  business 
man  who  set  the  policy  for  a  considerable  amount 
of  advertising,  ordering  that  the  boldest  tjY>e 
made  should  be  used  in  every  piece  of  his  com- 
pany's advertising.  His  idea  was  that  the  bolder 
the  type  the  easier  it  would  be  to  see  and  read. 

Again,  over-emphasis  makes  the  advertisement 
spotty  and  causes  the  eye  to  jump  from  one  em- 
phasized word  to  another  without  getting  any 
connected  or  related  thought. 

Look  at  the  Miller  Tires  advertisement.  It  con- 
tains almost  every  known  method  of  emphasiz- 
ing advertisement  copy.  There  is  light-faced  un- 
derscored, light-faced  italic  underscored,  bold, 
bold  italic  and  bold  italic  underscored. 


I!  i   i 


0tl^.p 


Put  pai'p^f  insurance  on  your  dwelling- 
house— your  barn — your  silo — all  farm  buildings. 
Use  Lucas  Paint.     It  will  pay  premiums  in  fonger  life, 
better  protection,  higher  market  value,  -better  appearance. 

^MGmm  PmiMm 

—Purposely  Made  For  Every  Purpose— 

are  made  to  uniform  standard — the  highest.  You  can 
always  rely  on  Lucas  long-wear  working  quality — 
real  economy.  67  years  of  paint-making  repuution  in  every 
can.  Lucai Paint  covers  doubU  tlie  spaceof  cheap '  'mixed'* 
paint.   It  vpithstands  the  storms.    Send  (or  important 
bulletin  "Save  Money  on  Paint"  which  tells  how. 

Office  2S0,.  Philadelphia,  Pa. 


WHAT  IS  EMPHASIS  AND  WHAT  IS  NOT     245 

What  is  the  result?  A  real  message  to  motor- 
ists is  made  a  confusing  mass.  It  is  the  best  ex- 
ample I  know  of  to  prove  that  all  emphasis  is  no 
emphasis. 

The  Seedtape  advertisement  has  no  underscore 
rules,  but  it  contains  a  mixture  of  light-faced, 
light-faced  italic,  and  bold-faced  and  bold-faced 
italic,  all  of  varying  sizes.  Is  this  advertisement 
easy  to  read?  Can  you  find  any  pleasure  in  hav- 
ing one  bold  part  demanding  attention  over  an- 
other bold  part? 

I  believe  that  there  is  enough  interest  in  the 
name  Seedtape,  connected  with  the  picture,  to 
cause  any  likely  prospect  to  read  every  word  with- 
out trying  to  force  it  all  out  of  the  advertisement 
in  one  eyeful. 

If  we  must  emphasize  parts  of  an  advertise- 
ment, let  us  do  it  as  shown  in  the  Lucas  Paint 
advertisement.  Use  an  italic  letter  of  the  same 
tone  of  color  (and  of  the  same  family  of  type, 
where  possible)  for  all  emphasized  w^ords.  Then 
the  reader  does  not  have  a  few  meaningless  words 
glaring  at  him  the  minute  the  advertisement  comes 
within  reach  of  his  eye.  Yet  the  voice  is  raised 
(so  to  speak)  when  the  reader  comes  across  the 
emphasis  in  the  advertisement. 

The  emphasized  words  mean  nothing  at  first 


I  To  the  JVoman  | 

I  who  is  proud  of  | 

I  her  laundry  work  | 

I  XTO  DOUBT  you  | 

I  -*-^    think  it  neces-  ^ 

^  sary  to  rub  and  boil  § 

^  clothes  to  make  them  ^ 

p  sweet  and  clean.     A  |^ 

^  million  women,  as  p 

^  particular  as  you,  ^ 

%  used  to  think  so  too.  ^ 

^  Now  they  know  ^ 

I  there  is  one  oth-er  ^ 

^  way  to  secure  the  ^ 

P  same  results  without  ^ 

%  the   old-fashioned  ^ 

^  drudgery.  They  tned  ^ 

I  P.andG.— The  White  f 

I  Naphtha  Soap.  | 

j|  If  you    would    try  ^ 

I  P.ANDa— The  White  I 

^  Naphtha   Soap  you  ^ 

^  too  would  find   that  ^ 


without  your  doing 


\  any  hard  rubbing  or  ^ 
b  boiling  it  washes  b 
^       clothes  as  sweet  and       p 


clean   as  you  want       ^ 

I 
i 


I  *^^^"^-  i 


I  P.ANDG.-The  White  | 

w  Naphtha    Soap    is 

^  made  to  satisfy  wo- 

^  men  who  would  not  ^ 

^  think   of   using   a  ^ 

^  labor-saving  soap  un-  ^ 

#  less  its  standa.rd   of  ^' 

^  work  were  as  high  as  ^ 

^  theirs.  ^ 

i  So  long  as  this  White  ^ 

<|  Naphtha  Soap  saves  ^ 

^  time  and  labor  with-  ^. 

%  out  any   sacrifice  in  ^ 

1^  the  quality  of  work  ^ 

^  should  not  you  use  it  ^' 

|:^  for  washing  clothes  |j 

m  and  for  all  general  p 

%  cleaning?  ^ 


WHAT  IS  EMPHASIS  AND  WHAT  IS  NOT    247 

glance  without  what  precedes  and  what  follows 
this  emphasis.  Do  not  force  the  reader  to  read 
the  emphasized  parts  of  the  advertisement  with- 
out first  reading  up  to  the  emphasis.  An  adver- 
tisement spotted  with  bold  or  underlined  words 
alw^ays  reminds  me  of  a  crowd  in  which  one-fourth 
of  the  people  are  trying  to  speak  at  once,  with 
the  result  that  you  cannot  hear  any.  There  is  no 
concentration  of  display. 

The  Lucas  Paint  advertisement  obtains  empha- 
sis without  injuring  the  display  of  the  advertise- 
ment and  proves  that  both  good  display  and  good 
emphasis  can  lie  down  together.  This  advertise- 
ment is  undoubtedly  the  work  of  a  master. 

Also  note  the  effect  of  the  italic  word  ''alone'* 
in  the  Packard  advertisement  shown  under  ''The 
Classification  of  Type  Faces. '*     (Page  62.) 

The  P.  and  G.  White  Naphtha  Soap  is  spotty, 
but  this  spotty  effect  is  not  very  serious.  The 
spots  reiterate  the  name.  If  the  eye  starts  to 
jump  over  the  advertisement,  as  it  will,  the  reader 
has  the  name  well  impressed  before  reaching  the 
last  spot. 

You  will  observe  here  the  difference  in  sales 
message  between  these  related  P  and  G  spots  and 
the  unrelated,  disconnected  spots  in  the  Miller 
Tires  advertisement. 


M8     TYPOGRAPHY  OF  ADVERTISEMENTS 

The  study  of  emphasis  is  of  no  small  impor- 
tance, but  remember  this: — Get  all  the  emphasis 
that  you  wish  so  long  as  the  emphasized  portion 
does  not  overshadow  the  rest  of  the  reading  mat- 
ter in  the  advertisement.  This  can  be  best  ac- 
complished by  the  use  of  an  italic  face  of  the 
same  tone  as  the  rest  of  the  reading  matter.  Cast 
out  all  idea  of  underscored  words  or  bold  words 
used  in  light-faced  body  type. 


CHAPTER  XIII 

STRIKING    EFFECTS 

There  is  a  growing  belief  among  many  adver- 
tisement builders  that  the  Forceful  Educational 
of  one  series  and  the  Passive  Educational  style 
of  advertisements  are  the  logical  styles  and  the 
ones  most  likely  to  dominate  among  the  advertise- 
ments of  the  future. 

If  the  message  in  the  advertisement  is  vital,  it 
will  be  read  and  believed  without  any  freaky  or 
shrieky  arrangement. 

While  I  am  of  the  opinion  that  the  plain  Passive 
Educational  style  is  usually  effective  and  produces 
a  more  pleasing  and  wholesome  appearance,  I  am 
also  of  the  opinion  that  the  majority  of  adver- 
tisements must  be  unusual  and  striking  in  make- 
up to  get  attention. 

Practically  all  of  the  plain  Passive  Educational 
advertisements  occupy  half  or  full  pages  and,  for 
this  reason,  they  do  not  have  to  compete  with 
nearby  advertisements  to  get  attention.  Their 
size  and  treatment  with  a  reasonably  interesting 
heading  or  illustration  practically  command  at- 
tention. 

249 


Get  this  point ! 

You  can't  break  the  pencil 
point  in  a  Stewart  sharpener. 

It's  the  first  of  its  kind — an  effi- 
cient, durable,  needed  tool.  See  it 
in  your  dealer's  window.  Test  it 
in    your    office  —  home  —  school. 

Made  by  J.  K.  Stewart  Manufacturing 
Company,  of  Chicago,  and  sold  at  aU 
dealers — or  direct  from  factory — for 

$3.50 


STRIKING  EFFECTS  251 

It  is  seldom  possible  to  get  maximum  attention 
in  small  space  with  the  Passive  Educational  style. 
The  Eastman  Kodak  advertisement  ''Your  friends 
can  buy  anything  you  can  give  them  except  your 
photograph^'  is  one  of  the  very  rare  occasions 
where  such  a  style  is  effectively  used  in  small 
space.  The  main  feature  of  this  advertisement, 
however,  is  the  use  of  white  space,  and  white  space 
properly  used  is  an  effective  display  feature  in 
any  size  or  style  of  advertisement. 

As  an  example  of  white  space  as  an  effective 
medium,  I  show  the  Stewart  Pencil  Sharpener  ad- 
vertisement. The  reading  matter  is  practically 
the  Passive  Educational  style  in  connection  with  a 
strong  dominating  illustration.  The  adaptation  of 
copy,  headline  and  product  in  this  Stewart  ad- 
vertisement is  as  nearly  perfect  as  I  have  seen. 
The  well-balanced  white  space  in  this  advertise- 
ment shows  excellent  planning.  Whether  this 
advertisement  is  used  in  small  or  large  space  it 
is  bound  to  be  seen. 

The  H-0  advertisement  is  also  a  good  example 
of  the  use  of  white  space  and  is  the  kind  that  is 
hard  to  bury  or  skip.  The  copy  and  illustration 
of  this  advertisement  do  not  have  a  close  connec- 
tion. As  there  is  no  mention  of  unending  supply, 
large  output,  etc.,  in  the  copy,  it  would  have  been 


•s, 

I 


.9-5 

IK 

lis 

ill 


i   rf 


^  9, 


24  S?^* 

^  .S  -o  « 

§isS 

£  -c  .S  rt 

5    «9    ^  *-« 

mil 

-a  8||5 


as  4 

^^ 

E  0 


STRIKING  EFFECTS  253 

better  to  show  but  one  package  in  the  upper  left- 
hand  corner  and  show  this  larger — twice  as  large 
as  the  largest  package  in  the  present  illustration. 
This  would  have  made  identification  easier. 

The  Emerson  Player-Piano  advertisement  is  a 
very  strong  poster  style  small  space  advertise- 
ment, which  uses  white  space  to  a  very  good  ad- 
vantage. 

This  style  is  very  adaptable.  Where  there  is 
much  copy  a  fine  line  border  the  size  of  the  panel 
can  be  used  and  the  copy  can  be  set, inside  the  rules 
in  regulation  style. 

Another  style  of  w^hite  space  use  is  shown  in 
the  United  Steel  Company.  This  is  a  very  general 
style  but  the  rules  in  this  particular  advertise- 
ment are  too  heavy.  The  use  of  a  cut  of  the  hand- 
written second  display  adds  force  and  character  to 
this  example. 

One  of  my  first  lessons  in  getting  attention  in 
advertisements  was  to  break  lines  through  rules 
and  borders,  and  I  suppose  most  advertisement 
builders  have  used  this  style. 

In  all  my  files  I  have  no  better  example  of 
broken  rules  than  the  Flex-a-tile  advertisement. 
This  is  made  entirely  by  the  printer,  and  is  an 
excellent  example  of  the  possibilities  of  printers' 
rules,  type  and  cooperation.    The  design,  the  copy 


Chrome 


VANADIUM 


Steel 


Adaptable  for  those  parts 
requiring  exception  a,l 
strength  with  light  weight. 
Have   you   tried   it  out? 


I 


QAjiy£i^  ^  (njuuj2/xft£AjLem^jir 


We  have  spent  some  years 
developing  the  quality  of  our 
Chrome  Vanadium  Steel  un- 
til now  it  is  used  by  the 
largest  industrial  plants  in 
this  and  foreign  countries. 

Our 

is  made  under  our  own  se- 
cret process,  patents  for 
which  are  now  pending. 

Drop  us  a  line  today  concerning 
your  '•  Breakaye "  or  "  Com- 
plaint "  troubles.  We  will 
gladly  offer  you  gratis  our  ex- 
perience. 


The  United  Steel  Company,  Canton,  Ohio 


BRANCHES— New  York 


Chicago  Detroit 


Cincinixati 


Say  "Good-bye" 
to  shingle  trouble 


^  a-til 


Rot,  rust  and  unsight- 
liness  simply  can*t 
happen  if  you  use  Flex- 
a-tile  Asphalt  Shingles.  You 
use  fewer  shingles  and  you 
can  lay  them  right  over  old 
roof  boards  —  weather  and 
water-proof;  fire-resisting. 


FLEX-A-TILE 

Asphalt  Shingles 

give  such  splendid  satisfaction 
because  they  are  made  to  do 
it.  We  use  a  high-quality 
wool  felt  base  and  a  rubbery, 
special  asphalt  coating.  The 
outer  finish  of  slate  or  granite 
is  compressed  under  tons  of 
pressure.  The  beautiful, 
natural  colors  of  these  mineral  sur- 
facings  are  permanent  and  get  richer 
with  age.  In  red,  garnet,  greenish 
gray,  emerald  and  brown. 

Write  for  handsome  Flex-a-Tlle 
book    and    specimen    shingles. 

THE    HEPPES   CO 

Mfri.  alto  of  Flex-a- Tile  Asphalt 
Shingle*,  Asphalt  Roofing  in  any 
Finish    and    Utility    Wall    Board. 

lOlS    Krall   Ave..    Chicago.    III. 


Make 
Money 
Pulling 
Stumps ! 


Clear    your    neighbors'    land      Your 
Herculea    will    be    kept    busy    when 
'      othera  see  what  It  does.     Big   Dro&tn 

(or  you     With  the 
II  1  All-Steel 

rlPrnilP^  Triple  Power 
IIC1CU1C9  Sluip  Puller. 
you  can  clear  an  acre  a  dav  The  krujivn 
and  proved  stump  puller  all  over  the 
civilized  world  very  easy  lo  op*ratr  - 
(tremely  durabh-.  Special  introduc 
tory  price.  30  days'  trial  offer.  ■' 
uarantee.  on 
late  ordera  Write  for 
big  Free  book  of  land 
clearing  facts. 

HERCULES  MFG.CO 
123-23rd  St. 
CtoUni&t, 
low*   \^ 


New  Crop,  Iowa  Grown,  Recleaned 

V^J-jV/  Y  l-ji\  Inspected 

Medium  Red.  Mammoth.  .Msike.  Allalia  and 
Sweei  Clover  of  choicest  quality 


Tl  lV^r\TlJV  Blue  Cr»M.  etc..  M  low  pfic«» 
UlVlUlni        NOW  u  tke  time  to  B 

\flk  for  samples  and  copy  of  our  Special 
Red  Ink  Price  Li-^t  Large  illu,.i  rated 
Catalog  of  Seed  FREE 

IOWA  SEED  COMPANY 
Dept.  7  Deg  Moines,  Iowa 


Pork  Sausage  from 
Forest  Home  Farm 

Uad«  after  aa  old  Tlrylalft  redp*  from 
the  cbolc«*t  portion*  of  tender  yearling 
plg>,  flavored  with  home  frowo  herbi  and 
pure  epicee.  Put  up  lo  1  lb.  packages, 
wrapped  In  parchment  and  (hipped  In 
6.  10.  20  and  50  lb.  bozM. 

Price  30c  a  pound 

DeUvared  at  year  daer 

Forest  Home  Fann  Hams 

From  corn-fed  yearling  pl(i.  cured  by  an 
old-faahioned  Southern  proceta  that  make* 
them  deliciously  tender  and  tasty  They 
weieb  from  8  to  IS  lbs.  and  keep  Indefinitely 
Pric*  30e  >  ftai  t.  :  i.  PveeOrilU 
Freight  paid  on  orders  of  loo  lb},  or  over 

Forett  Home  Fwa,  ParcellviUe,  Va. 


iiniiiiiwtiii 


STRIKING  EFFECTS  257 

and  the  product  are  all  well  related  and  the  effect 
is  striking  but  quickly  suggestive.  There  is  per- 
haps too  much  of  the  broken  effect  in  the  design 
which  could  have  been  remedied  by  the  use  of 
smaller  type  for  the  firm  name  and  holding  this  in- 
side the  lower  part  of  the  rules. 

While  not  classed  as  the  broken-rule  style,  the 
Forest  Home  Farm  advertisement  is  a  good  sug- 
gestion for  getting  attention  in  small  space.  It 
also  proves  that  it  is  not  necessary  to  show  the 
entire  product  in  an  illustration.  In  another  ad- 
vertisement this  same  advertiser  uses  the  rest 
of  the  pig  on  the  other  side  of  the  panel.  In  both 
cases  it  is  the  white  space  that  gets  the  attention, 
while  the  illustration  and  heading  tell  the  story 
quickly. 

The  idea  of  all  striking  and  irregular  effects  is 
to  tell  the  story  quickly  and  be  sure  of  "getting  it 
over. ' ' 

When  an  advertisement  builder  is  given  small 
space  or  a  difficult  problem,  he  must  use  every 
ounce  of  energy  to  make  sure  that  the  advertise- 
ment cannot  be  missed,  and  when  seen  cannot  be 
misunderstood. 

One  of  the  ''old  reliables"  in  tlie  mind  of  every 
advertisement  builder  is  the  circle.  Pages  being 
at  right  angles,  space  being  at  right  angles,  type 


Did  you  ever  enjoy  such  large,  hand- 
some Strawberries  as  these— picked 
right  from  your  own  garden? 

Allen's  True -To -Name  Berries 

are  just  as  good  as  they  look— good  clear  to  the 
center.  If  you  have  any  garden  space  at  all,  grow 
them  and  you'll  never  regret  it.  If  you  are  a 
farmer,  orchardist  or  poultrynian  devote  a  few 
acres  to  Strawberries.  You'll  find  them  the  best- 
paying  crop.  There's  always  a  demand  for 
berries,  always  good  prices.  You'll  have  plenty 
for  your  table,  too.  We  have  185  acres  in  Straw- 
berries, and  80  acres  in  Blackberries,  Raspberries, 
etc.,  the  result  of  30  years'  experience.  All  plants 
packed  fresh  for  shipment. 

Send  for  our  free  48-page  191 6  Book  of  Berries— 
12  plates  in  natural  colors— tells  of  the  many 
varieties— how  to  select,  plant,  etc.  Send  for  your 
copy  now  and  plan  to  grow  big-paying  small  fruit; 

The'W.  F.  Allen  Co 

90  Market  Street 
Salisbury,  Md. 


STRIKING  EFFECTS  259 

and  printers'  materials  being  at  right  angles  and 
the  average  reader's  customary  habit  of  seeing 
things  at  right  angles  make  a  circular  design  al- 
ways noticeable. 

When  used  with  a  good  illustration  and  a  strong 
well-related  headline,  as  is  the  case  in  The  W.  F. 
Allen  Company  advertisement,  the  copy  is  almost 
sure  to  be  read. 

However,  the  display  does  not  tell  that  the  ad- 
vertiser is  selling  the  plants  and  not  the  berries 
themselves.  The  display  line  in  the  body  of  the 
advertisement  should  read  ''Allen's  True-to-Name 
Strawberry  Plants." 

I  also  show  another  circular  advertisement — 
The  Starr  &  Keed  Cigarettes.  Here  I  do  not  see 
anything  but  the  circle  nor  get  any  message  from 
the  entire  advertisement.  An  illustration  of  some 
kind  is  needed  to  back  up  the  circle  after  the  at- 
tention has  been  obtained. 

Any  design  or  display  that  does  not  carry  the 
reader's  mind  beyond  the  design  and  on  to  the 
message,  is  not  good.  All  attractive  advertise- 
ments are  not  convincing.  Too  much  attention  is 
given  to  some  freakish  design,  and  not  enough 
attention  to  getting  the  real  message  across  so 
forcefully  that  the  design  will  either  be  forgotten 
or  remembered  only  as  a  means  of  adding  force. 


Starr  &  Reed  "%\ 

EGYPTIAN  CIGARETTES  ^v 

llli''  ^k 

'////       THEY  are  genuinely  flch  In  flavor,  ^^\\\ 

///   /              ^^^  "^*  heary;  delightfully  mellow,  \\\\\' 

ff|//'      yet  not  insipid;  pleasingly  fragrant,  yet  not  r.ili 

I'  ill      pungent.   Altogether,  this  is  the  ideal  ciga*  j'l| 

'mU      rette.  created  by  the  Master   Blender   from  vlU} 

the    finest    Turkish    tobaccos    that    are  ''^^// 
produced. 

Take  a  long,  deep  whiff.  The  rich, 
mellow,  fragrant  smoke  will 


1 


4 


STRIKING  EFFECTS  261 

One  of  the  most  effective  agencies  of  display  is 
an  outline  or  suggestion  of  the  package  or  goods 
advertised  or  something  closely  related  to  tha 
goods  or  the  headline  of  the  advertisement.  I 

The  Kansas  City  Electric  Light  Company  igj 
not  selling  electric  light  globes,  neither  is  the; 
Hercules  Mfg.  Co.  selling  stumps,  but  the  articles} 
for  sale  in  these  advertisements  are  so  closely  re^i 
lated  to  the  display  that  the  reader  gets  the  mes-? 
sage  and  its  meaning  at  first  glance.  And  the- 
first  glance  is  obtained  by  the  irregularity  of  the 
design. 

'*How  Many  Hides  Has  a  Cow?"  AVe  do  not 
know.  But  the  query  is  more  interesting  than 
the  same  question  surrounded  by  an  ordinary  rule 
border. 

Although  the  shape  of  the  Pompeian  Olive  Oil 
package  is  not  much  different  from  any  other  olive 
oil  package,  this  advertisement  with  its  two  views 
of  the  package  is  wholly  and  truly  a  Pompeian 
Olive  Oil  advertisement.  It  is  just  irregular 
enough  to  avoid  being  buried  on  a  page.  The  il- 
lustration does  not  consume  much  more  space 
than  would  be  consumed  by  a  commonplace  rule 
border. 

The  Gulden  *s  Mustard  advertisement  is  another 
good  adaptation  of  this  idea ;  it  might  have  been 


How  Many  Hides  Has  a  Cow? 

This  may  seem  a  foolish  question. 

Yet  the  area  of  automobile  upholstery  made  from  one  cow's 
hide  is  about  three  times  that  of  the  whole  hide. 

How?  .  .  .  J 

By  splitting  the  hide  into  three  sheets,  and  coatmg  and  em- 
bossing the  "splits"  in  imitation  of  grain  leather. 

Coated  split  leather  is  therefore  artificial  leather  much  inferior  to 


X  UU  HUNT  R\ 
J^RIKOlii^ 


MOTOR 

QUALITY 


which  is  scientifically  made  artificial  leather  based  on  a  fabric  much  stronger 
and  more  uniform  than  the  fleshy  spUt.  but  coated  and  embossed  in  the  same 

"^^The  difference  is  all  in  favor  of  Fabrikoid.  which  is  guaranteed  superior  to 
any  coated  split.    Not  affected  by  water,  heat  or  cold,    ^veral  leading  makers  • 
have  adopted  it.    Any  maker  can  furnish  on  your  car  if  you  order  it  so. 

Send  50c  for  sample  18  x  25  Inches.  Enough 
to  cover  a  ch^lr  seat.  Mention  this  msgazlne 
and  specify  Black  Motor  Quality  Fabrikoid. 

DU  PONT  FABRIKOID  COMPANY 
WILMINGTON,  DEL.        TORONTO,  ONT. 


STRIKING  EFFECTS  263 

better  without  the  line  background,  but  I  use  it 
here  to  show  another  possibility  along  the  line  of 
pictures  of  the  packages. 

Lines  at  angles  of  45""  seldom  fail  to  attract 
attention.  The  advertisements  of  the  National 
Fire  Proofing  Company  and  the  Monroe  Phar- 
macal  Company  both  use  this  idea  to  good  ad- 
vantage. These  advertisements  are  surely  irregu- 
lar in  shape  and  you  cannot  bury  an  irregularly 
shaped  advertisement. 

The  Iowa  Seed  Company  advertisement  is  also 
irregular  but  it  is  not  suggestive  of  clover  seed. 
And  I  doubt  that  any  casual  reader  will  recognize 
immediately  that  the  outline  is  that  of  the  State 
of  Iowa.  The  irregular  shape  gets  attention  but 
the  second  glance  does  not  give  the  story  as  ef- 
fectively as  does  the  Pompeian  Olive  Oil  adver- 
tisement and  others. 

You  cannot  mistake  what  the  Crescent  Brass 
and  Pin  Co.  are  trying  to  sell.  And  I  would  not 
say  that  this  advertisement  was  purely  irregular 
in  shape.  There  are  many  products  with  short 
names  and  even  many  short  and  terse  trade  names 
that  could  copy  this  style  with  good  effect. 

Advertisements  do  not  have  to  be  irregular  in 
shape  to  produce  a  striking  effect.  They  can  be 
distinctive  in  illustration  and  display. 


When  You  Want  Olive 

Oil  That's  Pure  and  Fine 

Say-"POMPEIAN" 

Since  we  eliminated  Glass  Bottles,  five 
years  ago,  we  havfe  never  had  a  com- 
plaint on  Pompeian  Olive  Oil.  It's 
made  from  CHOICE  Mediterranean 
Olives  —  the  "  first-pressing,"  —  and 
it's  Pure  and  Sweet,  with  a  Distinctive 
"Fruity"  Flavor.  The  Pompeian  Pack- 
age is  sealed, — Air-tight,  and  Light- 
proof.     It  keeps  in  all  the  Goodness. 

Half  pints  25c  Pints  50c 

FUU.  MEASURE  GUARANTEED  BY  US 

FREE  — 16 -page  book  of  Tempting 
Salad -Recipes.  Ask  your  dealer  for 
it  or  write  us. 

POMPEIAN  CO.,  Inc.. 
Wiuhinffton.  D.  C. 


Fabric 
First 


This  M  ihe  logical  way  to  plan 
'suit  or  gown.  Choose  first  the 
cloth,  which  is  the  style  founda- 
tion and  on  which  depends  the 
finished  effect.  Choose  from  the 
wealth  of  beautiful  weaves  and 
colorings  in 


STRIKIXG  EFFECTS  S67 

The  illustration  and  border  in  the  *' Fabric 
Firsf  advertisement  is  decidedly  distinctive  and 
still  in  close  relation  to  the  product. 

I  cannot  believe  that  this  effect  was  produced 
by  the  customary  use  of  the  Ben  Day  method.  I 
am  inclined  to  think  that  the  drawing  was  made 
over  a  very  clear  photograph  of  the  goods  itself. 
This  method  may  lend  a  valuable  suggestion  to 
other  clothing  advertisers  because  it  actually  puts 
the  clothes  on  the  subject  in  the  illustration.  Such 
a  treatment  is  as  sure  to  cause  the  reader  to  look 
twice  as  it  is  possible  to  make  a  sale  of  cloth  by 
causing  the  buyer  to  feel  the  goods.  The  reader 
can  almost  feel  the  goods  in  this  advertisement. 
The  heading  and  copy  of  this  advertisement  are 
unusually  well  connected. 

Many  products  lend  themselves  to  backgrounds 
for  the  advertisement  and  this  method  is  weH 
worth  serious  study. 

There  are  some  products,  however,  that  can- 
not be  forced  into  the  method  of  treatment.  Note 
the  Carborundum  advertisement.  Very  few  read- 
ers have  the  patience  or  eyesight  necessary  to  dis- 
cover and  follow  the  reading  matter.  It  is  a 
striking  effect  but  it  is  not  good  by  any  means. 
I  use  it  here  to  illustrate  something  to  be 
avoided. 


'  ofSthejAcai^  a       f^ 
SARBORl^DUM    im^^^P^to| 

-a  solid  sha^j^of  G«^^uftcfeft^t&i©^^c^^^1 
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^  The  C^bbruadu)^ 
Company 


STRIKING  EFFECTS  0^9 

Reproducing  a  clipping  of  comments  on  the 
favorable  mention  of  an  article  offers  great  possi- 
bilities. I  reproduce  one  as  the  last  exhibit  in 
this  chapter.  It  is  excellent  arrangement,  but  I 
think  the  name  of  the  book  advertised  should  have 
been  put  across  the  top.  The  arrangement  is,  how- 
ever, most  interesting. 


CHAPTER  XIV 

ADDING    LIFE    TO    PACKAGE    DISPLAY 

Advektiseks  now  realize  bow  important  it  is  to 
have  the  reader  see  and  remember  the  package. 
If  readers  do  not  get  a  clean-cut  idea  of  just  what 
they  are  going  to  be  given  when  they  ask  for  the 
advertised  article,  substitution  will  be  an  easy 
matter. 

The  problem  of  package  display  is  therefore  a 
serious  one  and  it  becomes  more  serious  when  we 
realize  that  it  is  only  in  rare  cases  that  an  illus- 
tration of  the  package  in  its  real  colors  is  possi- 
ble in  the  advertisement.  We  must  do  something 
striking  in  black  and  white. 

If  the  reader  is  an  experienced  builder  of  ad- 
vertisements, he  can  readily  visualize  how  far 
short  even  the  best  black  and  white  reproductions 
of  packages  come  toward  giving  an  adequate  idea 
of  the  package  itself. 

Modern  builders  of  advertisements,  however, 
are  becoming  more  and  more  efficient  in  the  hand- 
ling of  package  display,  and  this  chapter  was 
called  into  existence  merely  to  show  and  record 

271 


ADDING  LIFE  TO  PACKAGE  DISPLAY     273 

some  of  the  things  that  have  been  accomplished 
along  this  line. 

Pep-0-Mint  Life  Savers,  Smith  Brothers  Cough 
Drops  and  Nabisco  Wafers  all  show  a  similar 
method  of  putting  life  and  action  into  the  dis- 
play. 

This  method  makes  possible  a  showing  of  the 
goods  as  well  as  the  package.  The  reader  has  two 
chances  of  comparing  what  he  buys  with  what  he 
called  for. 

While  this  method  has  the  appearance  of  being 
easy  to  handle,  it  is  by  no  means  simple.  The 
hand  of  a  master  and  the  patience  of  Job  are 
required  to  get  the  wafers  or  the  drops  in  just 
the  right  position  and  focus  in  order  to  prevent 
a  strained  or  stilted  atmosphere.  They  must  be 
natural  and  the  freedom  and  ease  of  any  natural 
effect  is  difficult  to  obtain. 

Some  advertisers  are  using  motion  picture 
cameras  to  obtain  '' natural '^  photographs.  They 
get  the  model,  or  machine,  or  package  in  front  of 
the  camera  and  have  them  act  as  natural  as  pos- 
sible as  long  as  possible  and  in  the  meantime 
the  camera  is  recording  every  move.  In  some 
few  of  these  movements  the  subject  is  nearly  al- 
ways sure  to  get  all  the  natural  ease,  action  and 
grace  required. 


ADDING  LIFE  TO  PACKAGE  DISPLAY    275 

In  the  old  days  most  packages  were  drawn  or 
photographed  ^'straight  fronf  view.  There  was 
very  little  perspective  to  any  and  not  much  variety. 

The  Ryzon  Baking  Powder  package  shows  how 
much  action  and  character  can  be  given  a  pack- 
age in  just  the  posing  and  perspective  alone.  The 
package  ^^ comes  to''  the  reader  at  once.  Because 
the  shape  of  a  package  is  right  angles  is  no  rea- 
son why  it  should  or  must  be  shown  at  right 
angles.  Eight  angles  in  illustrations  that  must 
be  shown  with  type  (which  is  at  right  angles), 
usually  produce  a  very  flat  *  *  squared  up ' '  picture 
with  no  especial  force  or  character. 

Some  goods  have  an  inside  cover  and  an  out- 
side cover,  but  until  the  recent  Nujol  campaign, 
the  author  does  not  remember  seeing  both  covers 
shown  in  one  advertisement. 

This  is  an  excellent  idea  because  it  also  gives 
the  reader  two  chances  for  comparison.  In  these 
days  of  substitution  evils,  we  cannot  feature  too 
many  points  of  identification. 

Dioxogen,  Listerine  and  Colgate's  Shaving 
Stick  show  other  methods  of  adding  life  to  the 
display  of  the  package. 

Such  touches  as  those  given  these  last  three 
packages  can  lift  a  package  out  of  the  page  and 
make  it  individual  and  distinctive. 


In  the  heart  of  America's 
most  famous  vineyards 
on  the  sunny  shores  of 
Lake  Keuka.  New  York. 

GoldSeal 

CHAMPAGNE 

IS  made  from  selected 
grapes  by  the  most  skilled 
vintners.  Fermented  in 
the  bottle  and  carefully 
aged  and  pronounced  by 
connoisseurs  to  be  superior 
to  any  wine  you  can  buy. 

SPECIAL  DRY  «nd  BRUT 

Insist    on  Having  It 

GOLD  SEAL  RED— the  best 

Sparkling  Burgundy  on 

the  Market 

Sold  Everywhere 


ADDING  LIFE  TO  PACKAGE  DISPLAY     277 

The  use  of  the  Gold  Seal  Champagne  bottle 
makes  an  attractive,  compelling  display  but  I 
do  not  see  that  it  is  any  dit^erent  from  other  cham- 
pagne bottles.  It  does  not  help  toward  identifica- 
tion.   Its  chief  value  is  display. 

These  few  samples  of  package  display  are  not 
meant  to  be  a  full  list  of  all  the  attractive  pack- 
age illustrations.  They  do,  however,  show  that 
more  thought  is  being  given  to  this  all  important 
feature  of  an  advertisement.  They  also  give  a 
hint  as  to  the  possibilities  of  concentrated  thought 
on  this  subject. 

There  is  no  reason  why  any  illustration  of  a 
package  of  goods  should  be  flat  and  lifeless.  The 
reason  some  are  now  inane  is  due  to  lack  of 
imagination  and  originality. 

Some  of  my  readers  will  say  that  shadows  and 
perspective  tend  to  cause  a  more  difficult  recogni- 
tion of  the  package  when  purchased.  Perhaps  this 
is  true  to  a  certain  extent.  However,  w^hen  the 
shadows  or  perspective  cause  the  reader  to  look 
twice,  I  believe  the  shadow  is  forgotten  and  the 
name  and  general  outline  of  the  package  itself 
more  easily  recognized.  Average  intelligence  for- 
gets the  shadow  after  being  drawn  by  it  to  the 
package. 


CHAPTER  XV 

CONCLUSION 

This  book  was  not  intended  to  cover  every  de- 
tail of  printing  as  related  to  the  work  of  an  ad- 
vertisement builder,  advertising  manager  or  ad- 
vertiser. It  was  intended  to  be  an  exposition  of 
the  building  of  mechanical  elements  to  produce  an 
advertisement  as  near  perfect  in  sales  appearance 
as  possible. 

Neither  is  this  book  intended  to  cover  the  field 
of  printing  in  general.  The  author  believes  how- 
ever that  it  contains  many  valuable  helps  to  print- 
ers as  well  as  advertising  men. 

Type  as  related  to  building  books,  building 
magazines,  commercial  printing,  booklets,  cata- 
logues and  direct-by-mail  circulars  is  an  inexhaus- 
tible study. 

Volumes  could  be  written  on  the  subject  of 
paper  stocks  and  their  application  to  booklets, 
circulars,  catalogues,  house  organs,  mail  cards^ 
etc. 

Printing  inks  and  color  harmony  is  another  in- 

279 


280     TYPOGRAPHY  OF  ADVERTISEMENTS 

teresting-  and  voluminous  subject.  All  of  which 
come  into  the  daily  work  of  advertising  men  and 
some  advertisers. 

This  book,  however,  deals  with  one  subject,  one 
part  of  the  advertising  man's  or  advertiser's  work 
— Building  Advertisements  That  Pay 

The  author  does  not  believe  that  the  arranging 
of  advertisements  in  groups  and  puttihg  them  on 
a  scientific  basis  for  easy  recognition  will  create  a 
tendency  to  sameness  in  current  advertising.  But 
lie  does  hope  that  it  will  act  as  a  chart  to  help  the 
imagination  of  the  advertisement  builder  to  build 
more  clearly,  more  easily  and  more  economically. 

The  author  does  not  believe  that  the  classifica- 
tion of  type  faces  will  cause  monotony  in  the  body 
of  advertisements.  He  rather  believes  it  the  sur- 
est manner  to  cause  a  further  development  in  the 
proper  use  of  type  faces  as  a  means  of  selling 
goods. 

The  study  of  this  classification  should  help  to- 
ward an  easier  adaptation  and  application  of  new 
type  faces  which  appear  from  time  to  time.  Style 
changes,  but  as  long  as  advertising  is  so  closely 
related  to  human  nature  a  basic  scientific  prin- 
ciple of  construction  changes  very  little. 

Some  advertisements  are  pleasing  to  the  eye; 
some  are  repellent ;  some  are  neither  pleasing  nor 


CONCLUSION  281 

repellent.  But  we  cannot  judge  the  selling  power 
of  an  advertisement  by  its  beauty  or  lack  of 
beauty. 

The  main  questions  are  these — is  the  type  face 
chosen  best  adapted;  are  the  engravings  in  the 
advertisement  proper;  do  they  blend  or  contrast 
with  the  type  as  the  case  may  require ;  do  the  en- 
graving and  type  as  a  whole  conform  to  the  kind 
of  advertisement  determined  by  the  plan ;  are  all 
the  mechanical  points  in  the  advertisement  care- 
fully selected  so  the  message  will  reach  the  ulti- 
mate consumer  and  sell  him  the  article  or  service, 
quickly,  easily  and  surely? 

Test  out  every  advertisement. 

Is  the  plan  right!  Is  the  style  of  advertisement 
right  ?  Are  the  type  and  engravings  best  adapted 
to  this  style!  Is  the  style  of  advertisement  too 
much  style  and  not,  enough  message? 

After  you  have  tested  your  principles  you  can 
then  add  what  I  like  to  call  *^ millinery.'^ 

For  instance :  All  your  principles  may  be  cor- 
rect and  yet  the  advertisement  will  not  be  distinc- 
tive. In  the  chapter  ^^ Striking  Displays^'  I 
show  only  a  few  methods  for  lifting  an  adver- 
tisement above  the  ordinary.  This  chapter  has 
by  no  means  exhausted  the  subject. 

Perhaps  the  ^' millinery'^  may  take  the  form  of 


282     TYPOGRAPHY  OF  ADVERTISEMENTS 

distinctive  environment — something  suggested  to 
help  create  character.    Look  to  your  border. 

Maybe  you  need  handlettering  to  suggest  age 
or  distinction  in  connection  with  your  message. 

You  may  want  ^^ something  different''  and  yet 
wish  to  retain  your  principles  intact.  How  about 
the  engravings? 

A  code  of  principles  of  construction  based  on 
sound  selling-sense  is  absolutely  necessary  for  the 
economical  handling  of  the  mechanical  features  of 
an  advertisement. 

It  will  help  both  the  advertising  men  and  the 
printing  fraternity. 

I  have  tried  to  define  these  principles.  I  have 
put  into  this  book  the  result  of  years  of  research 
and  experience.  I  have  made  an  effort  to  help  my 
fellow  laborers  in  advertisement  building  where- 
•ever  they  may  be. 

(I) 


